Abstract
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 language | English |
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| Title of host publication | Proceedings of the 15th International Conference Marketing Trends 2016 Madrid |
| Editors | Jean-Claude Andreani, Umberto Collesei |
| Number of pages | 14 |
| Place of Publication | Paris-Venice |
| Publisher | Marketing Trends Association |
| Publication date | 2016 |
| ISBN (Electronic) | 9782953281127 |
| Publication status | Published - 2016 |
| Event | The 15th International Marketing Trends Conference - Isola di San Servolo, Venice, Italy Duration: 21 Jan 2016 → 23 Jan 2016 Conference number: 15 http://www.marketing-trends-congress.com/node/3 |
Conference
| Conference | The 15th International Marketing Trends Conference |
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| Number | 15 |
| Location | Isola di San Servolo |
| Country/Territory | Italy |
| City | Venice |
| Period | 21/01/2016 → 23/01/2016 |
| Internet address |
Keywords
- Consumer research
- Consumer happiness
- Multisensory Sculpting (MSS)
- Pilot study