What We Know and Don’t Know About Consumer Happiness: Three-Decade Review, Synthesis, and Research Propositions

IF 6.8 1区 管理学 Q1 BUSINESS Journal of Interactive Marketing Pub Date : 2022-06-23 DOI:10.1177/10949968221095548
N. Dhiman, Ajay Kumar
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引用次数: 10

Abstract

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 an initial pool of 600 articles on consumer happiness from 158 marketing journals in the ABS and ABDC lists, 71 articles were selected. The procedure was as follows: (1) search of articles, (2) quality assessment, (3) extraction of data from articles, and (4) thematic synthesis. The review concluded that the term “consumer happiness” does not have a standardized definition in the existing literature. However, happiness has been studied in a variety of contexts, and consumer research is one of these contexts. Further, the review concluded that consumer happiness research is largely segregated across three themes: marketing beyond satisfaction, marketing for health and mind, and digital felicity. Seven areas of future research on consumer happiness are also proposed. The authors present academic and managerial contributions with scholarly implications for the literature in the areas of consumer well-being, the role of marketing/interactive marketing, and the positive side of marketing. The authors also suggest that marketers not only seek consumers’ need fulfillment and satisfaction from their product or service consumption but also try to elicit hedonic associations with their products or services.
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关于消费者幸福,我们知道什么和不知道什么:三十年回顾、综合和研究主张
最近市场营销文献中消费者幸福感研究的兴起是值得注意的。本文对1991年至2020年的消费者幸福感研究进行了系统回顾。从ABS和ABDC列表中158个营销期刊的600篇关于消费者幸福的文章中,选择了71篇。程序如下:(1)文章检索,(2)质量评估,(3)文章数据提取,(4)专题综合。这篇综述的结论是,在现有的文献中,“消费者幸福”一词没有一个标准化的定义。然而,人们在各种各样的背景下对幸福进行了研究,消费者研究就是其中之一。此外,该综述得出结论,消费者幸福研究主要分为三个主题:超越满意度的营销、健康和心灵营销以及数字幸福。本文还提出了未来消费者幸福感研究的七个领域。作者提出学术和管理贡献与学术意义的文献领域的消费者福祉,营销/互动营销的作用,以及营销的积极面。作者还建议,营销人员不仅要从他们的产品或服务消费中寻求消费者需求的满足和满足,还要试图引发与他们的产品或服务的享乐联系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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