Does the meaning of happiness influence consumption choice ?

مقدم أطروحة جامعية

Bilkhayyat, Irsal

مشرف أطروحة جامعية

Bachleda, Catherine

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2016

الملخص الإنجليزي

As human beings we are eternally in the pursuit of happiness.

Consequently, marketers are constantly trying to appeal to our fundamental need by designing and offering products, services and brands that promise happiness.

However, happiness can be defined in many ways and thus have different meanings for different people.

The purpose of this study was to explore whether the meaning of happiness affects consumption choice, in a sample of Moroccan consumers.

Employing a mall intercept approach data was collected from 649 repondents.

Results indicate that consumers who define happiness as feeling ‘exctited’ are more likely to choose exciting service products than those who define happiness as feeling ‘peaceful’.

On the other hand, consumers who define happiness as feeling ‘calm’ are more likely to choose calming service products than those who define happiness as feeling ‘excited’.

The current work also suggests that consumers’temporal orientation influences the service product choice they make.

Consumers who are more future-oriented tend to choose more ‘exciting’ service products than consumers who are more present-oriented, and vice versa.

Consumers who are more present-oriented tend to choose more ‘calming’ service products than those who are more future-oriented.

Although results indicate that both happiness definiton and temporal orientation impact consumers service product choice, one potential limitation was that the variance in consumer choice was not entirely explained by these two predictors only.

Hence, the current work also explored the influence of both age and gender on consumer choice.

This investigation revealed that consumers’ age plays a critical role in choosing the type of product service they prefer to consume.

As consumers get older, they appear to shift from consuming exciting (extraodinary) product service to consuming calming (ordinary) product service.

In addtion, results revealed that compared to women, men are more likely to choose ‘exciting’ service products, while compared to men, women are more likely to consume more ‘calming’ service products

التخصصات الرئيسية

العلوم الاقتصادية والمالية وإدارة الأعمال

عدد الصفحات

71

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-775193