The Meaning of Happiness in Consumer Research: Results from an Inductive Exploratory Pilot Study

Elin Brandi Sørensen, Thyra Uth Thomsen

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


In this study we investigate the meaning of happiness in a consumption context. We employ an inductive approach and present the results of an exploratory pilot study with eight consumers. The study is based on a Multi-Sensory-Sculpting (MSS) procedure in which we asked consumers to build sculptures that represent consumer happiness. Following the MSS guidelines, consumers were interviewed about the meanings of their sculpture in order to elicit embodied cognition about the topic at hand. In this paper we present the meanings of consumer happiness in the participants‟ accounts and discuss implications for consumer research. Further, we discuss the applicability of the MSS-procedure to the topic of consumer happiness, and how to optimize it for later studies on consumer happiness.
Original languageEnglish
Title of host publicationProceedings of the 15th International Conference Marketing Trends 2016 Madrid
EditorsJean-Claude Andreani, Umberto Collesei
Number of pages14
Place of PublicationParis-Venice
PublisherMarketing Trends Association
Publication date2016
ISBN (Electronic)9782953281127
Publication statusPublished - 2016
EventThe 15th International Marketing Trends Conference - Isola di San Servolo, Venice, Italy
Duration: 21 Jan 201623 Jan 2016
Conference number: 15


ConferenceThe 15th International Marketing Trends Conference
LocationIsola di San Servolo
Internet address


  • Consumer research
  • Consumer happiness
  • Multisensory Sculpting (MSS)
  • Pilot study

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