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Consumer Happiness & Well-Being
- 1. CONSUMER HAPPINESS & WELL-BEING C.Gaston-Breton, ESCP Europe (Madrid) B. Heilbrunn, ESCP Europe (Paris)
- 2. CONTEXT: AN OVERUSEDBUT UNDERINVESTIGATED TOPIC
- 3. MANAGERIAL CONTEXT Designing “happyproducts and services”, Delivering “happy experiences” 3
- 4. MANAGERIAL CONTEXT A Humanvs. Customer centric approach to Marketing 4
- 5. MANAGERIAL CONTEXT 5 Source: ZenithOptimedia,2015, The Pursuit of Happiness Study for Millenials (18-34 years old), based on 6,000 respondents across all continents Millenials are looking for meaningful life and relationships with the brands
- 6. MANAGERIAL CONTEXT 6 Source: ZenithOptimedia,2015, The Pursuit of Happiness Study for Millenials (18-34 years old), based on 6,000 respondents across all continents
- 7. MANAGERIAL CONTEXT 7 Source: ZenithOptimedia,2015, The Pursuit of Happiness Study for Millenials (18-34 years old), based on 6,000 respondents across all continents
- 8. RESEARCH CONTEXT Roundtable sessionsat CB conferences Special session of the 2014 Association for Consumer Research (ACR) Conference, titled "What Makes People Happy? Antecedents and Consequences of Happiness.". 8
- 9. RESEARCH CONTEXT Research Dialoguein 2015 at Journal of Consumer Psychology (JCP) 9
- 10. RESEARCH CONTEXT Recent researchpapers in Journal of Consumer Research (JCR) 10 2016 2015
- 11. RESEARCH AGENDA i. Impactof Emotions (joy) / Attitudes (optimism) / Practices (mindfulness) on Consumption (consequences and drivers) ii. Measure of consumer happiness(es),happy products, services and experiences (measures) iii.Moderating influence of consumer characteristics (socio- demographics, psychographics, ..) on the relationship between happiness & consumption (moderators) 11
- 12. RESEARCH QUESTION 1. DRIVERSOF CONSUMER HAPPINESS
- 13. PITCH What makes youmore happy: an experiential or a material purchase? 13
- 14. EXPERIENTIAL PURCHASES The distinctionbetween Material and Experiential Purchases was first introduced by Van Boven and Gilovich (2003) “Spending money with the primary intention of acquiring a life experience _ an event or series of event that you personally encounter or live through” “Spending money with the primary intention of acquiring a material possession _ a tangible object you obtain and you keep in your possesion” Clothes (62%), TV & Computers (26%) “Having a TV” Cultural products (43%), Travel (32%), Restaurants (17%) “Having fun watching a TV program” EXPERIENTIAL PURCHASES MATERIAL PURCHASES EXPERIENTIAL PRODUCTS/BENEFITS MATERIAL PRODUCTS/BENEFITS 14
- 15. EXPERIENTIAL PURCHASES 15 Source: L.VBoven & T. Gilovich (2003) To Do or to Have? That is the question,, Journal of personality an social psychology, 85 (6) 1193-1202.
- 16. VALENCE OF THEOUTCOME Greater happiness for positive experiential purchases but also greater unhappiness for negative experiential purchases. 16 Source: L. Nicolao, J. Irwin, J. Goodman (2003) To Do or to Have? That is the question,, Journal of personality an social psychology, 85 (6) 1193-1202.
- 17. NATURE OF THEEXPERIENCE 17 Source: Bhattarcharjee and Mogilner (2014) Happiness from ordinary and extraordinary experiences, Journal of Consumer Behavior, 41, 1-17.
- 18. NATURE OF THEEXPERIENCE 18Source: Bhattarcharjee and Mogilner (2014) Happiness from ordinary and extraordinary experiences, Journal of Consumer Behavior, 41, 1-17.
- 19. UNDERLYING PROCESSES “The ambiguousnature of some purchases highlights the fact that it is not whether a purchase is material or experiential per se that determines the satisfaction people derive from it. Instead, it is the set of psychological processes that tend to be invoked by experiences and material goods that determine how much satisfaction they provide.” (Gilovich, Kumar and Jampol, 2015) (1)Experiential purchases enhance social relations more readily and effectively than material goods (2)Experiential purchases form a bigger part of a person’s identity (3)Experiential purchases are evaluated more on their own terms and evoke fewer social comparisons than material purchases 19
- 20. RESEARCH QUESTION 2. MEASUREOF CONSUMER HAPPINESS
- 21. PITCH Does having kidsmake people happier? 21
- 22. HEDONIC & EUDAIMONIC DIMENSIONS Hedonicwell-being is measured by the occurrence of positive affect and the absence of negative affect => Focuses on the outcome of good living and temporal emotional pleasure. Eudamonic well-being, a doctrine of the ancient Greek philosopher Aristotle, is explained by self-actualization, self- acceptance, or commitment to socially meaningful goals => Focuses on the way one lives and achieves purpose in life. 22 Source: R. Ryan and E. Deci (2001), A review of research on Hedonic and Eudaimonic well-being, Annual Review of Psychology, 52, 141-166.
- 23. PRESENT & FUTURE FOCUS 23 Mogilner,Aaker, Kamvar (2012), How happiness affects choice, Journal of Consumer Research, vol. 39, no. 2, pp. 429-443.
- 24. SATISFACTION/HAPPINESS WITH… 24 UK HappinessIndex “How satisfied/happy are you with your current lives?” Primer Minister David Cameron has launch an on-line survey to 200 000 household/ year. First findings indicate that the level of life satisfaction is on average a 7,4/10 but the level of anxiety is high for more than 25% of the population (especially for women).
- 25. SATISFACTION/HAPPINESS WITH… 25 Buthan GNHvs. GNP “How satisfied/happy are you with your …….?” “When you think about this purchase, “how happy does it make you?”
- 26. PURPOSE/CONTROL IN… “To whichextent do you feel that you have a purpose or meaning in your lives? “How much does this purchase contribute to your happiness in life?” OECD Guidelines on Measuring Subjective Well-being (2013) 26
- 27. POSITIVE & NEGATIVEEMOTIONS “For each emotion in the list, indicate the extent to which it is related to a purchase? “(intensity and direction) JOY (HAPPY, PLEASED, JOYFUL) GLADNESS EXCITEMENT SADNESS (DEPRESSED, SAD, UNHAPPY) PAIN ANGER PRIDE GUILT.. SADNESS EXCITEMENT.. MAIN POSITIVE EMOTIONS MAIN NEGATIVE EMOTIONS HEDONIC SELF CONSCIOUS 27
- 28. 28 POSITIVE & NEGATIVEEMOTIONS Harmon-Jones et al. (2011), The expression of determination, Journal of Personality & Social Psychology, 100(1), 172-181.
- 29. HAPPINESS CONSTRUCTION Narratives, Diaries,Videos… 29 Costley et al. (2007), Happiness, Consumption and Being, Consumer Culture Theory, Vol. 11, 209-240.
- 30. HAPPINESS CONSTRUCTION EXPLORATORY STUDYwith Spanish students (20 students / 80 pictures and text related to last purchases that made them happy and why) 30
- 32. HAPPINESS CONSTRUCTION EXAMPLE WITHSpanish students (20 students / 80 pictures and text) 32 With and for oneself With and for the others Calm Exitement Feel Esthetic Stimulation Play Humor Creativity Conscious Health Authenticity Participate Projects Sharing
- 33. PROJECT 3. MODERATORS OFCONSUMER HAPPINESS
- 34. SOCIAL CONTEXT 34 World HappinessReport, 2015
- 35.
- 36.
- 37.
- 38. ECONOMIC CONTEXT 38 Source: Hsee,Yang, Li and Shen (2009), Wealth, Warmth and Well-Being, Journal of Marketing Research, June.
- 39. DEMOGRAPHIC CONTEXT 39 World HappinessReport, 2015
- 40. CULTURAL CONTEXT 40 World HappinessReport, 2015
- 41. CULTURAL CONTEXT 41 World HappinessReport, 2015
- 42. CULTURAL CONTEXT 42 World HappinessReport, 2015
- 43.
Editor's Notes
- #16 Van Boven and Gilovich (2003) asked participants to think of either their most recent material or experiential purchase of over $100 and then rate it in terms of how much enjoyment they derived from it. Participants reported being happier with their experiential purchases. “The ambiguous nature of some (and only some) purchases highlights the fact that it is not whether a purchase is material or experiential per se that determines the satisfaction people derive from it. Purchases do not come stamped as “experiences” or “possessions.” Instead, it is the set of psychological processes that tend to be invoked by experiences and material goods that determine how much satisfaction they provide. We therefore examine the psychological processes that tend to be induced more by one type of purchase than the other and hence bring about more or less enjoyment and enduring satisfaction. In doing so, our aim is to uncover the different dimensions that underlie the material-experiential dichotomy and are responsible for their differential impact on well-being. The hedonic return on material and experiential purchases”
- #17 Valence of the outcomes significantly moderates differences in respondents’ reported retrospectuive happiness with material versus experiential purchases.
- #20 JCP (2015)“The ambiguous nature of some (and only some) purchases highlights the fact that it is not whether a purchase is material or experiential per se that determines the satisfaction people derive from it. Purchases do not come stamped as “experiences” or “possessions.” Instead, it is the set of psychological processes that tend to be invoked by experiences and material goods that determine how much satisfaction they provide. We therefore examine the psychological processes that tend to be induced more by one type of purchase than the other and hence bring about more or less enjoyment and enduring satisfaction. In doing so, our aim is to uncover the different dimensions that underlie the material-experiential dichotomy and are responsible for their differential impact on well-being. The hedonic return on material and experiential purchases”
- #22 Since the 1980s, economists and psychologists have been aware of a "parental happiness gap." Basically, the running theory has been that parents are a less happy bunch than their non-parenting peers. This makes some sense: After all,parents have a lot on their plates—changing diapers, getting their kids into the right schools, keeping their vaccinations up to date—and rarely have time to just relax and enjoy themselves.
- #23 Well-being is a complex construct that concerns optimal experience and functioning. Current research on well-being has been derived from two general perspectives: the hedonic approach, which focuses on happiness and defines well-being in terms of pleasure attainment and pain avoidance; and the eudaimonic approach, which focuses on meaning and self-realization and defines well-being in terms of the degree to which a person is fully functioning
- #25 Gross national product (GNP) is a broad measure of a nation's total economic activity. GNP is the value of all finished goods and services produced in a country in one year by its nationals
- #26 Gross national product (GNP) is a broad measure of a nation's total economic activity. GNP is the value of all finished goods and services produced in a country in one year by its nationals
- #27 OECD (Organisation for EconomicCo-operation and Development)
- #28 Positive Emotions & Negative Emotions (PANAS from Watson et al. 1988 // Consumption Emotion DescriptorS from Richins, 1997) The CES Anger (Frustrated, angry, Irritated); Discontent (Unfulfilled, discontented); Worry (Nervous, Worried, Tense); Sadness (Depressed, Sad, Miserable); fear (Scared, Afraid, panicky); Shame (Embarrassed, Ashamed, Humiliated); Envy (Envious, Jealous); Loneliness (Lonely, Homesick); Romantic love (Sexy, Romantic, passionate); Love (Loving, sentimental, warm hearted); peacefulness (Calm, peaceful); Contentment (Contented, fulfilled); Optimism 8Optimistic, encouraged, hopeful); Joy (Happy, pleased, joyful); excitement (excited, thrilled, enthusiastic); surprise (surprised, amazed, astonished); other items (guilty, proud, eager, relieved). A four-point response scale was used ("not at all," "a little," "moderately," "strongly"). The PANAS (Positive and Negative Affect Scale) is composed of two 10-item scales, one measuring positive affect (e.g., ‘‘excited’’) and the other measuring negative affect (e.g., ‘‘upset’’). Participants were asked to describe how they felt ‘‘on average’’.
- #35 The most impressive characteristic of this nexus is that it appears in almost all empirical analyses of life satisfaction data irrespective of geographical and time differences, and in studies where such variables are just used as socio-demographic controls. Along this line, Bruni and Stanca on the basis of the data of the World Values Survey (264,000 observations originating from 80 countries, between 1980 and 2003) find a strong correlation between the time that a person spends in activity with a relational component (with friends, family, or in volunteer work) and self-reported subjective well-being (or happiness). This correlation remains robust even when controlling many other variables (age, geographic region, education, culture, and so forth).
- #36 Our perception of how great (or not!) our lives are is often based on comparisons with others’ lives (Corcoran, Crusius, and Mussweiler 2011; Festinger 1954). With the proliferation of social networking sites, our ability to get a glimpse of others’ lives is magnified, with vast information available at our fingertips. However, the representativeness of this information is contentious since people have a tendency to selectively share information that is self-enhancing (Manago et al. 2008) while observers tend to underestimate the prevalence of misery among others (Jordan et al. 2011). When individuals read the information provided by friends online, they may compare facets of their life to the vivid content posted, to assess how well they are doing (Wood 1996; Wood, Taylor, and Lichtman 1985). Whilst the dominant paradigm used in social comparison literature acknowledges that cues used to make social comparisons are subjective, it doesn’t remedy the fact that people don’t have perfect information about others (Prentice and Miller 1993). When judging acebook's initial public offering of stock is likely to make a lot of developers and designers of the site very wealthy. But for many users, frequent Facebooking may not be so beneficial. According to three new studies, Facebook can be tough on mental health, offering an all-too-alluring medium for social comparison and ill-advised status updates. And while adding a friend on the social networking site can make people feel cheery and connected, having a lot of friends is associated with feeling worse about one's own life. The thread running through these findings is not that Facebook itself is harmful, but that it provides a place for people to indulge in self-destructive behavior, such as trumpeting their own weaknesses or comparing their achievements with those of others. The status (update) trap Take status updates. Most people know that their Facebook friends tend to craft these online-wall memos on what they're up to in a way that puts their lives in the best light, said Mudra Mukesh, a doctoral candidate in marketing at the Instituto de Empresa in Madrid. But when it comes down to actually using the site, reading other people's status updates still makes Facebookers feel worse. [Facebook's Global Reach (Infographic)] In research presented earlier this month at the annual meeting of the Society for Personality and Social Psychologists (SPSP) in San Diego, Mukesh and her co-author Dilney Goncalves found that when people think about the last time someone asked to friend them on Facebook, they get a boost in feelings of belonging and social connectedness — the kind of feeling that makes people "sing 'Kumbaya,'" Mukesh told LiveScience. But once you've collected all those friends, viewing their status updates is a downer, Mukesh said. When asked how they felt about their place in life and their achievements, people with lots of Facebook friends gave themselves lower marks if they'd just viewed their friends' status updates, compared with people who hadn't recently surfed the site. For people with just a few friends, viewing status updates wasn't a problem. "A small number of friends means a low probability of viewing others showing off," Mukesh said. For people with lots of friends, though, the Facebook Newsfeed turns into a parade of good news about other people's live: promotions, engagements, weddings and new babies. Even if someone knows intellectually that people use Facebook to show off, Mukesh said, all of this information can make them feel worse about their own achievements or lack thereof. [10 Technologies That Will Transform Your Life] (In Mukesh's study, 354 friends was the cut-off point for when participants started to feel bad about viewing status updates. But that's not a universal number, she cautioned, just the number that applied given the statistics of her sample.)