Purchase Descriptor Effects on Consumer Happiness

Abstract

The research highlights the results from a multivariable study on the effect of purchase descriptors on consumer happiness. Using an established consumer decision making paradigm, participants were randomly assigned to hypothetical scenarios where purchase descriptors were experimentally manipulated. Consumer happiness, subjective well being, consumer choice, and additional consumer attitude variables were utilized as outcome variables. There was evidence that participants differed in consumer happiness based on the specific purchase descriptor condition they were assigned to. This research contributes to the scholarly consumer decision making literature by adding clarity on the role of important purchase-related variables on consumer happiness. It also provides practical application for consumers as they attempt to maximize future happiness levels in the many consumption decisions they encounter on a daily basis.