Lyckoforskningen är relevant för marknadsförare men inte oproblematisk

Hellén, Katarina
June 2011
Ekonomiska Samfundets Tidskrift;2011, Issue 2, p102
Academic Journal
Psychologists have in recent years studied people's long-term happiness but marketing researchers have not yet shown greater interest in this topic. This is surprising given that happiness is likely to be relevant for marketers. For instance, findings show that consumers frequently consume to be happier but at the same time of research suggest that consumption can deprive from happiness. In this article the author discusses the relevance of the concept of happiness for marketers. The conclusion is that happiness is important for marketers but the author also warns against uncritically signing up to some of the positive psychologists' propositions.


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