Consumer Happiness: Multiple Perspectives

Preface
Contents
Editors and Contributors
Understanding Happiness: Different Perspectives
Behavioral Perspective
	Introduction
	What is Happiness?
	Factors that Generate Happiness
		Physical Activity
		Social Experiences
		Tourism
		Altruism
		Other Factors that Promote Happiness
	Culture and Happiness
		European and North American Region
		East Asian Region
		Latin America
	Conclusions
	References
The Cultural Perspective: Are Some Societies Happier Than Others?
	Introduction: Are Some Societies Happier Than Others?
	The Influence of Income on Happiness Worldwide
	Cultural Values and Their Effect on Happiness
		Individualistic–collective Characteristics
		Power Distance
		Masculinity–Femininity
		Indulgence Versus Restraint
	The Impact of Culture in Marketing Strategies
		Impact of Culture on Marketing Communication
		Cultural Implications on Consumer Information Search
		Cultural Influences on Brand Image Function
		Culture and Repurchase Intent Precedents
	Conclusion
	References
Happiness Digital Technology and Social Networks
	Introduction
	The Scientific Study of Happiness
	Global Synthesis of Life: Satisfaction with Life and Happiness
	The Measurement of Happiness: The Use of Social Networks as a Possibility
	Happiness and Social Relations
	Technology and Happiness
	Positive Effects of Technology on Happiness
	Negative Effects of Technology on Happiness
	Digital Technology, Social Networks and Happiness
	The expert's Opinion
	Happiness and Social Networks: Special Consideration of the Facebook Case
	User Data, Advertising Revenue, Marketing and Happiness
	Facebook Offers the Type of Information that Users Want
	A New Mission: Create Communities
	From Creating Communities to Enhancing Privacy
	The Different Missions of Facebook and Happiness
	Subjective Well-Being and Social Networks: A Resume
	Final Thoughts
	References
Socioeconomic Status and Consumer Happiness
	Socioeconomic Status and Consumer Happiness
	Status Goods
	Nutritional Choices and Unhealthy Commodities
	Consumer Happiness in Poor and Affluent Societies
	Socioeconomic Status and Happiness With Material and Experiential Purchases
	Socioeconomic Status and Happiness with Specific Product Characteristics
	Socioeconomic Status and Satisfaction With Health Care
	Socioeconomic Status, Customer Satisfaction, and Loyalty
	References
Consumer Happiness: Neuroscience Perspective
Subliminal Messaging and Application in Sports: Moving Beyond the Conscious
	Introduction
	The Power of Subconscious
	Conscious Versus Subconscious: Which Among the Two Generate More Experience in the Consumers
	How Ethical is the Use of Subliminal Messages
	Subconscious Advertising Practices in Sports Events
	References
Subliminal Messaging: Moving Beyond Consciousness
	Introduction
		Mind and Its Antecedents
		Manifestations of the Subconscious in the Society
		Personality and Its Importance in the Creation of the Subconscious
		Mechanism and Stages of Consciousness
		Moving Beyond Consciousness
		The Nature of the Subliminal Plane
		Subliminal Messages: Does It Make Us Happy? a Conclusive View of Different Researches
	References
Customer Happiness: The Role of Cognitive Dissonance and Customer Experience
	Customer Experience
	References
Advertising: A New Visual World (Re-Conceptualization of Advertising Through Creative Design)
	Introduction
	Inbound Marketing Versus Outbound Marketing, Behavioral Economics and the Emergence of Neuromarketing
		Neuromarketing and Ethical Dilemmas
	Literature Overview and Conceptual Framework
	Research Results
	Celebrities in Modern Advertisements
	The Role of Creativity and Design in Contemporary Marketing Advertising
	Conclusion
	References
Consumer Happiness and Decision Making: The Way Forward
	Happiness and Freedom to Choose: Does the Availability of Choice Reduce Happiness?
		Neuromarketing Implication
		The Science Behind the Availability of Option and Consumer Happiness
	Loss Aversion
		Neuromarketing Implication
		Neuroscientific Basis Behind Scarcity and Consumer Happiness
	Sunk Cost Phenomenon
		Neuromarketing Implication
		Neuroscientific basis behind sunk cost phenomenon and consumer Happiness
	Goal Gradient Hypothesis
		Neuromarketing Implication
	Nudging to Happy Decision Making
		The Science of Nudge and Happiness: Neuromarketing Implication
	Conclusion
	References
Paying a Price to Get a Value: Choose Wisely
	Introduction
	Pain of Paying
	Price Tag Psychology Versus Priceless Products: Should the Price Tag Be on the Product or Away from the Product
	20% Extra to 20% Reduced Price: Which Generates More Positive Experience
	Virtual Versus Factual: Does the Use of Credit Card Generate More Positive Experience Than Shelling Out Money at the Counter
	Psychology of Ownership: Does ‘Buy Now, Pay Later’ Help Generate Positive Experience?
	Power of Free in Generating Positive Experience
	Conclusion
	References
Personality Metatraits, Neurocognitive Networks, and Reasoning Norms for Creative Decision-Making
	Terminology
		Generative-Evaluative Thinking
	Plasticity and Stability
		Openness to Experience/Intellect
		Conscientiousness
		Extraversion
		Agreeableness
		Neuroticism
		Plasticity and Stability
	The Default and Executive Networks
		Dual Processing Theories
	Abductive-Deductive/Inductive Reasoning
		Modes of Reasoning
		Modes of Reasoning and the Phases of Thinking
		The Modes of Reasoning and Creativity for Teams and Organizations
	Conclusion
	References
Recommender Systems Beyond E-Commerce: Presence and Future
	Introduction
	Recommender Systems in Open Innovation
	Recommender Systems in Software Engineering
	Recommender Systems in Knowledge Engineering
	Recommender Systems in Knowledge-Based Configuration
	Recommender Systems & Persuasion
	Further Recommender Applications
	Selection of Algorithms
	Research Issues
	Conclusions
	References
An Overview of How VR/AR Applications Assist Specialists in Developing Better Consumer Behavior and Can Revolutionize Our Life
	Introduction
	VR and AR Immersion in Real Life
		VR and AR—A Bright Future in Psychology and Medicine
		VR/AR Will Undoubtedly Have a Major Impact on the Economy
		VR and AR Dedicated to Future Personalized Learning Systems
	VR/AR Have Positive Factors Leading to Consumer Happiness
	Has VR/AR Negative Impacts on Consumer Health?
	Conclusions
	References
The Path Less Traversed: Neuroscience and Robots in Nudging Consumer Happiness
	Introduction
		Brain–Behaviour Relationship: Use of Neuroscience Techniques to Measure Happiness and Translating Them to Experience for the Consumer
		Present Versus Future: Next Is the Use of Robots. Will the Use of Robots Have an Impact on Consumer Happiness?
		Nudging Happiness: Effective Use of Nudges to Promote Consumer Happiness
		Effectiveness Versus Expensiveness: Are the Techniques that Could Be Used to Promote Consumer Happiness Effective or Expensive?
	Conclusion
	References
Author Index