TY - JOUR
T1 - A Path to More Enduring Happiness
T2 - Take a Detour from Specific Emotional Goals
AU - Rodas, Maria A.
AU - Ahluwalia, Rohini
AU - Olson, Nicholas J.
PY - 2018/10
Y1 - 2018/10
N2 - Although much of consumption behavior is prompted by the pursuit of happiness, enduring happiness remains elusive, since happiness is destined to adaptation. Our research identifies a novel yet simple method of slowing hedonic adaptation from consumption activities: reducing specificity of the happiness goal. We propose that in the realm of happiness, contrary to findings from other domains, having a general (e.g., feeling good) versus a specific (e.g., excitement) emotional goal might hold the key to more enduring happiness. One lab experiment and a longitudinal study demonstrate general (vs. specific) goals expand the breadth of emotions experienced from consumption activities, which in turn impact the top-of-mind awareness of the consumption target over time; higher top-of-mind awareness of the target allows one to continue to derive happiness from it. Importantly, the happiness advantage of general emotional goals strengthens over time. Given a significant tendency by consumers to pursue specific happiness goals (as three pilot studies reveal), a simple change in the way they formulate their happiness goals could be consequential for consumer wellbeing.
AB - Although much of consumption behavior is prompted by the pursuit of happiness, enduring happiness remains elusive, since happiness is destined to adaptation. Our research identifies a novel yet simple method of slowing hedonic adaptation from consumption activities: reducing specificity of the happiness goal. We propose that in the realm of happiness, contrary to findings from other domains, having a general (e.g., feeling good) versus a specific (e.g., excitement) emotional goal might hold the key to more enduring happiness. One lab experiment and a longitudinal study demonstrate general (vs. specific) goals expand the breadth of emotions experienced from consumption activities, which in turn impact the top-of-mind awareness of the consumption target over time; higher top-of-mind awareness of the target allows one to continue to derive happiness from it. Importantly, the happiness advantage of general emotional goals strengthens over time. Given a significant tendency by consumers to pursue specific happiness goals (as three pilot studies reveal), a simple change in the way they formulate their happiness goals could be consequential for consumer wellbeing.
KW - Affect and emotion
KW - Goals and motivation
KW - Transformative consumer research
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U2 - 10.1002/jcpy.1042
DO - 10.1002/jcpy.1042
M3 - Article
AN - SCOPUS:85045377482
VL - 28
SP - 673
EP - 681
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
SN - 1057-7408
IS - 4
ER -