A Path to More Enduring Happiness: Take a Detour from Specific Emotional Goals
Maria A. Rodas, Rohini Ahluwalia, Nicholas J. Olson
Journal of Consumer Psychology · 2018 · Volume 28 · Issue 4
Abstract
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.
Keywords
Goals and motivation, Affect and emotion, Transformative consumer research
Enable JavaScript for citation tools and additional paper interactions.