Consumer happiness : multiple perspectives / Tanusree Dutta, Manas Kumar Mandal, editors.
Dutta, Tanusree, editor.; Mandal, Manas K., editor.
2021
HF5415
Available Online

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Title Consumer happiness : multiple perspectives / Tanusree Dutta, Manas Kumar Mandal, editors.
ISBN 9789813363748 (electronic bk.)
9813363746 (electronic bk.)
9813363738
9789813363731
DOI https://doi.org/10.1007/978-981-33-6374-8
Imprint Singapore : Springer, 2021.
Language English
Description 1 online resource
Other Standard Identifiers 10.1007/978-981-33-6374-8 doi
Call Number HF5415
Dewey Decimal Classification 658.8
Summary 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.
Note Includes author index.
Access Note Access limited to authorized users.
Added Author Dutta, Tanusree, editor.
Mandal, Manas K., editor.
Series Studies in rhythm engineering, 2524-5546
Available in Other Form Print version: 9789813363731
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Record Appears in Online Resources > Ebooks
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Chapter 1. The cultural perspective: Are some societies happier than others? Chapter 2. Happiness digital technology and social networks
Chapter 3. Socioeconomic Status and Consumer Happiness
Chapter 4. Behavioral perspective
Chapter 5. Subliminal messaging and applicaton in sports: moving beyond the conscious
Chapter 6. Subliminal Messaging: Moving Beyond Consciousness
Chapter 7. Customer Happiness: The role of Cognitive Dissonance and Customer Experience
Chapter 8. Advertising: A new visual world (Re-conceptualisation of advertising through creative design)
Chapter 9. Consumer happiness and decision making: The way forward
Chapter 10. Paying a price to get a value: Choose wisely.

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