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.
Author(s): Tanusree Dutta, Manas Kumar Mandal
Series: Studies in Rhythm Engineering
Publisher: Springer
Year: 2021
Language: English
Pages: 297
City: Singapore
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
