Thirty years ago, Hirschman and Holbrook (1982) advocated greater attention to hedonic
consumption and the myriad ways in which consumers seek pleasure and enjoyment. A …

The recent rise of consumer happiness research in marketing literature is noticeable. This
article presents a systematic review of consumer happiness research from 1991 to 2020 …

From sleep and energy use to exercise and health, consumers have access to more
information about their behavior than ever before. The appeal of personal quantification …

Connecting with others increases happiness, but strangers in close proximity routinely
ignore each other. Why? Two reasons seem likely: Either solitude is a more positive …

An increasing body of research addresses consumers' green product purchasing behavior,
and yet little work has examined how consumers form perceptions of the greenness of …

The idea that consumers use brands to express their identities has led many companies to
reposition their products from focusing on functional attributes to focusing on how they fit into …

Mobile in-app advertising is now the dominant form of digital advertising. Although these ads
have excellent user-tracking properties, they have raised concerns among privacy …

Research on overeating assumes that pleasure must be sacrificed for the sake of good
health. Contrary to this view, the authors show that focusing on sensory pleasure can make …

Consumers often become “stuck in a rabbit hole” when consuming media. They may watch
several YouTube videos in the same category or view several thematically similar artistic …

As more and more instances of corporate hypocrisy become public, consumers have
developed an inherent general skepticism towards firms' corporate social responsibility …