FACULTATEA DE STIINTE POLITICE, ADMINISTRATIVE SI ALE COMUNICARII

COMUNICARE SI RELATII PUBLICE ANUL II

STRATEGII DE PUBLICITATE



HOW HAPPINESS AFFECTS CHOICE REACTION PAPER

I have chosen to write about this subject because beside of being interesting from a general point
of view, it has a huge impact on the way marketers should look at their campaigns and to their
clients. In the How Happiness Affects Choice research, Cassie Mogilner, Jennifer Aaker and
Sepandar D. Kamvar have thought about giving happiness a meaning.
This controversial subject has been seen along the years as a subject that doesn`t have a specific
definition, but what they wanted to do was to relate happiness to different stages of life, temporal
focus, feelings and choices that might occur. They described happiness as either an exciting
feeling or a more peaceful one, being understood differently by people of various ages, people
who are more present orientated or future orientated, all results being based on six different
experiments they have conducted across the years.
I do believe that there is a significant importance of happiness in our daily choices, and that the
differences in ways people perceive happiness are notable. For example, I do agree that young
people find happiness in any kind of activities, goods or feeling that are more entertaining and
exciting, while older people are looking for more peaceful products, feeling, moments.
Such a difference it is not only affected by age, but indeed, persons that are more focused on the
present can not be satisfied by anything that doesn`t give them any positive experiences today,
while for the future oriented people, it works exactly the other way round.
My only argument that is not found in the article that I am talking about refers to the fact that
there are plenty of factors that should be studied when it comes about happiness, such as gender,
culture, entourage, education, background and many others that make happiness such a diverse
and unique and hard to describe feeling.
In my opinion, this kind of research is a very meaningful one for every marketer because it talks
about what different kind of customers are looking for, and in this way commercials and
products can adapt to any needs customers have.
After all, everyone is still wondering about what happiness can be? and no answer can be
taken as a formal one due to its dynamic meaning and this research suggests that the type of
happiness we want to feel is a choice we make, and this influences the choices we make.