This book helps quench the quest of knowledge of academicians,
researchers, and others interested in developing a complete and critical
understanding of consumer happiness. The relentless search of happiness
by humans is sought in different ways. Scientific discussion on
happiness for long was considered a forte of Philosophers. Other
disciplines seldom delved into this. But today not only science but
neuroscience, marketing, and other varied fields have started delving
into it and have developed a keen interest. The book has been
conceptualized on this line of thinking and thus divided into two parts.
The first part is customized towards understanding various perspectives
of happiness and the relative importance of knowing the same. The first
chapter of this section is on the biological perspective of happiness.
The second is titled 'Behavioural perspective'. The third chapter is an
attempt to elucidate the cultural perspective of the concept of
happiness. The fourth is on the role of technology in inducing
happiness. Fifth and sixth are on theories of happiness and measuring
happiness, respectively. Knowledge about the different perspective and
theories has a wide range of benefits. It informs us about how the brain
works, interprets, and reacts. This theoretical understanding helps us
to move beyond the trial and error methods towards a more scientific
underpinning of adoption of measures that would generate long-lasting
happiness in consumers.
The second part of the book is dedicated toward understanding consumer
happiness from a neuroscience perspective, i.e. keeping consumer happy.
This segment has ten chapters. The first is on differentiating the
concept of happiness from satisfaction. The second is on sensory
marketing and happiness. The third deals with the store design and
shelving of products to generate happiness. Fourth and fifth chapters
relate to persuading the consumers. While the fourth chapter is on
developing persuasive messages and the fifth is on subliminal messaging
sixth chapter is on pricing and seventh on advertising. The eighth
chapter highlights the role of emotions and the ninth is on the
different factors that induce happiness in consumers. The last chapter
is about raising some unanswered questions and food for thought for
readers. Together the contents of the book make for a complete
understanding of the concept of happiness and how it is shaping the
world of marketing. Addressing the 'what' and 'how' of consumer
happiness in the same book makes the book comprehensive.
