CONSUMER HAPPINESS : multiple perspectives

This book helps quench the quest of knowledge of academicians, researchers, and others interested in developing a complete and critical understanding of consumer happiness. The relentless search of happiness by humans is sought in different ways. Scientific discussion on happiness for long was considered a forte of Philosophers. Other disciplines seldom delved into this. But today not only science but neuroscience, marketing, and other varied fields have started delving into it and have developed a keen interest. The book has been conceptualized on this line of thinking and thus divided into two parts. The first part is customized towards understanding various perspectives of happiness and the relative importance of knowing the same. The first chapter of this section is on the biological perspective of happiness. The second is titled ‘Behavioural perspective’. The third chapter is an attempt to elucidate the cultural perspective of the concept of happiness. The fourth is on the role of technology in inducing happiness. Fifth and sixth are on theories of happiness and measuring happiness, respectively. Knowledge about the different perspective and theories has a wide range of benefits. It informs us about how the brain works, interprets, and reacts. This theoretical understanding helps us to move beyond the trial and error methods towards a more scientific underpinning of adoption of measures that would generate long-lasting happiness in consumers. The second part of the book is dedicated toward understanding consumer happiness from a neuroscience perspective, i.e. keeping consumer happy. This segment has ten chapters. The first is on differentiating the concept of happiness from satisfaction. The second is on sensory marketing and happiness. The third deals with the store design and shelving of products to generate happiness. Fourth and fifth chapters relate to persuading the consumers. While the fourth chapter is on developing persuasive messages and the fifth is on subliminal messaging sixth chapter is on pricing and seventh on advertising. The eighth chapter highlights the role of emotions and the ninth is on the different factors that induce happiness in consumers. The last chapter is about raising some unanswered questions and food for thought for readers. Together the contents of the book make for a complete understanding of the concept of happiness and how it is shaping the world of marketing. Addressing the ‘what’ and ‘how’ of consumer happiness in the same book makes the book comprehensive. Preface Contents Editors and Contributors Understanding Happiness: Different Perspectives Behavioral Perspective Introduction What is Happiness? Factors that Generate Happiness Physical Activity Social Experiences Tourism Altruism Other Factors that Promote Happiness Culture and Happiness European and North American Region East Asian Region Latin America Conclusions References The Cultural Perspective: Are Some Societies Happier Than Others? Introduction: Are Some Societies Happier Than Others? The Influence of Income on Happiness Worldwide Cultural Values and Their Effect on Happiness Individualistic–collective Characteristics Power Distance Masculinity–Femininity Indulgence Versus Restraint The Impact of Culture in Marketing Strategies Impact of Culture on Marketing Communication Cultural Implications on Consumer Information Search Cultural Influences on Brand Image Function Culture and Repurchase Intent Precedents Conclusion References Happiness Digital Technology and Social Networks Introduction The Scientific Study of Happiness Global Synthesis of Life: Satisfaction with Life and Happiness The Measurement of Happiness: The Use of Social Networks as a Possibility Happiness and Social Relations Technology and Happiness Positive Effects of Technology on Happiness Negative Effects of Technology on Happiness Digital Technology, Social Networks and Happiness The expert's Opinion Happiness and Social Networks: Special Consideration of the Facebook Case User Data, Advertising Revenue, Marketing and Happiness Facebook Offers the Type of Information that Users Want A New Mission: Create Communities From Creating Communities to Enhancing Privacy The Different Missions of Facebook and Happiness Subjective Well-Being and Social Networks: A Resume Final Thoughts References Socioeconomic Status and Consumer Happiness Socioeconomic Status and Consumer Happiness Status Goods Nutritional Choices and Unhealthy Commodities Consumer Happiness in Poor and Affluent Societies Socioeconomic Status and Happiness With Material and Experiential Purchases Socioeconomic Status and Happiness with Specific Product Characteristics Socioeconomic Status and Satisfaction With Health Care Socioeconomic Status, Customer Satisfaction, and Loyalty References Consumer Happiness: Neuroscience Perspective Subliminal Messaging and Application in Sports: Moving Beyond the Conscious Introduction The Power of Subconscious Conscious Versus Subconscious: Which Among the Two Generate More Experience in the Consumers How Ethical is the Use of Subliminal Messages Subconscious Advertising Practices in Sports Events References Subliminal Messaging: Moving Beyond Consciousness Introduction Mind and Its Antecedents Manifestations of the Subconscious in the Society Personality and Its Importance in the Creation of the Subconscious Mechanism and Stages of Consciousness Moving Beyond Consciousness The Nature of the Subliminal Plane Subliminal Messages: Does It Make Us Happy? a Conclusive View of Different Researches References Customer Happiness: The Role of Cognitive Dissonance and Customer Experience Customer Experience References Advertising: A New Visual World (Re-Conceptualization of Advertising Through Creative Design) Introduction Inbound Marketing Versus Outbound Marketing, Behavioral Economics and the Emergence of Neuromarketing Neuromarketing and Ethical Dilemmas Literature Overview and Conceptual Framework Research Results Celebrities in Modern Advertisements The Role of Creativity and Design in Contemporary Marketing Advertising Conclusion References Consumer Happiness and Decision Making: The Way Forward Happiness and Freedom to Choose: Does the Availability of Choice Reduce Happiness? Neuromarketing Implication The Science Behind the Availability of Option and Consumer Happiness Loss Aversion Neuromarketing Implication Neuroscientific Basis Behind Scarcity and Consumer Happiness Sunk Cost Phenomenon Neuromarketing Implication Neuroscientific basis behind sunk cost phenomenon and consumer Happiness Goal Gradient Hypothesis Neuromarketing Implication Nudging to Happy Decision Making The Science of Nudge and Happiness: Neuromarketing Implication Conclusion References Paying a Price to Get a Value: Choose Wisely Introduction Pain of Paying Price Tag Psychology Versus Priceless Products: Should the Price Tag Be on the Product or Away from the Product 20% Extra to 20% Reduced Price: Which Generates More Positive Experience Virtual Versus Factual: Does the Use of Credit Card Generate More Positive Experience Than Shelling Out Money at the Counter Psychology of Ownership: Does ‘Buy Now, Pay Later’ Help Generate Positive Experience? Power of Free in Generating Positive Experience Conclusion References Personality Metatraits, Neurocognitive Networks, and Reasoning Norms for Creative Decision-Making Terminology Generative-Evaluative Thinking Plasticity and Stability Openness to Experience/Intellect Conscientiousness Extraversion Agreeableness Neuroticism Plasticity and Stability The Default and Executive Networks Dual Processing Theories Abductive-Deductive/Inductive Reasoning Modes of Reasoning Modes of Reasoning and the Phases of Thinking The Modes of Reasoning and Creativity for Teams and Organizations Conclusion References Recommender Systems Beyond E-Commerce: Presence and Future Introduction Recommender Systems in Open Innovation Recommender Systems in Software Engineering Recommender Systems in Knowledge Engineering Recommender Systems in Knowledge-Based Configuration Recommender Systems & Persuasion Further Recommender Applications Selection of Algorithms Research Issues Conclusions References An Overview of How VR/AR Applications Assist Specialists in Developing Better Consumer Behavior and Can Revolutionize Our Life Introduction VR and AR Immersion in Real Life VR and AR—A Bright Future in Psychology and Medicine VR/AR Will Undoubtedly Have a Major Impact on the Economy VR and AR Dedicated to Future Personalized Learning Systems VR/AR Have Positive Factors Leading to Consumer Happiness Has VR/AR Negative Impacts on Consumer Health? Conclusions References The Path Less Traversed: Neuroscience and Robots in Nudging Consumer Happiness Introduction Brain–Behaviour Relationship: Use of Neuroscience Techniques to Measure Happiness and Translating Them to Experience for the Consumer Present Versus Future: Next Is the Use of Robots. Will the Use of Robots Have an Impact on Consumer Happiness? Nudging Happiness: Effective Use of Nudges to Promote Consumer Happiness Effectiveness Versus Expensiveness: Are the Techniques that Could Be Used to Promote Consumer Happiness Effective or Expensive? Conclusion References Author Index