How Positive and Negative Experiences of Freedom Foster Consumer Happiness

Charlotte Gaston-Breton, Elin Sørensen, Thyra Uth Thomsen

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

Abstrakt

This article focuses on consumers’ experiences of freedom as a source of happiness. In three studies (a multi-sensory sculpting study, a survey, and an experiment), we demonstrate the presence, meaning, and role of experiencing freedom through consumption and investigate how this fosters consumer happiness. The findings underscore the existence of negative and positive experiences of freedom in the everyday consumption of goods: respectively, “freedom from” worries and stress and “freedom to” be oneself and achieve self-realization. We show that negative experiences of “freedom from” are more likely to foster hedonic happiness while positive experiences of “freedom to” are more likely to foster eudaimonic happiness. This research provides a typology of consumer experiences likely to enhance affective or meaningful relationships between firms and customers and informs consumers about routes to happiness.
OriginalsprogEngelsk
TitelProceedings of the EMAC 2020 Regional Conference
Antal sider1
UdgivelsesstedBrussels
ForlagEuropean Marketing Academy. EMAC
Publikationsdato2020
StatusUdgivet - 2020
Begivenhed2020 EMAC Regional Conference (Online) - Online (Faculty of Economics & Business, University of Zagreb)
Varighed: 16 sep. 202019 sep. 2020
Konferencens nummer: 48
https://www.efzg.unizg.hr/emacregional2020

Konference

Konference2020 EMAC Regional Conference (Online)
Nummer48
LokationOnline (Faculty of Economics & Business, University of Zagreb)
Periode16/09/202019/09/2020
Internetadresse
NavnProceedings of the European Marketing Academy
ISSN2709-1589

Emneord

  • Experience
  • Freedom
  • Consumer happiness

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