Consumer Happiness: Multiple Perspectives PDF
Preview Consumer Happiness: Multiple Perspectives
Studies in Rhythm Engineering Tanusree Dutta Manas Kumar Mandal Editors Consumer Happiness: Multiple Perspectives Studies in Rhythm Engineering SeriesEditors AnirbanBandyopadhyay,SeniorResearcher,ANCC,NationalInstitutefor MaterialsScience,Tsukuba,Ibaraki,Japan KanadRay,AmitySchoolofAppliedSciences,AmityUniversityRajasthan, Jaipur,Rajasthan,India Chi-SangPoon,DepartmentofHealthSciencesandTechnology,Massachusetts InstituteofTechnology,Cambridge,MA,USA Thisisamulti-disciplinarybookseries,rangingfromastrophysicstobiology,chem- istry,mathematics,geophysicsandmaterialsscience.Itsprimaryscopeisthefunda- mentalscienceandassociatedengineeringwherevercyclicandrhythmicoscillations areobserved. Time neither being an entity nor a process is unmeasurable and undefined, although a clock only measures the passage of time. The clock drove recurring processesareobservedinthebiologicalrhythms,astrophysicalandgeophysicalenvi- ronments. Always, the clocks are nested, arranged in a geometric shape to govern aphenomenoninnature.Theseclocksaremadeofatoms,molecules,theircircuits, andcomplexnetworks.Frombiologytoastrophysics,theclockshaveenrichedthe scienceandengineeringandtheserieswouldactasacatalystandcapturetheforth- comingrevolutionoftimecyclesexpectedtounfoldinthe21stCentury.Fromthe cyclicuniversetothetimecrystal,thebookseriesmakesajourneythroughtimeto explorethepaththattimefollows. Theseriespublishesmonographsandeditedvolumes. Moreinformationaboutthisseriesathttp://www.springer.com/series/16136 · Tanusree Dutta Manas Kumar Mandal Editors Consumer Happiness: Multiple Perspectives Editors TanusreeDutta ManasKumarMandal IndianInstituteofManagementRanchi IndianInstituteofTechnologyKharagpur Ranchi,Jharkhand,India Kharagpur,WestBengal,India ISSN2524-5546 ISSN2524-5554 (electronic) StudiesinRhythmEngineering ISBN978-981-33-6373-1 ISBN978-981-33-6374-8 (eBook) https://doi.org/10.1007/978-981-33-6374-8 ©TheEditor(s)(ifapplicable)andTheAuthor(s),underexclusivelicensetoSpringerNature SingaporePteLtd.2021 Thisworkissubjecttocopyright.AllrightsaresolelyandexclusivelylicensedbythePublisher,whether thewholeorpartofthematerialisconcerned,specificallytherightsoftranslation,reprinting,reuse ofillustrations,recitation,broadcasting,reproductiononmicrofilmsorinanyotherphysicalway,and transmissionorinformationstorageandretrieval,electronicadaptation,computersoftware,orbysimilar ordissimilarmethodologynowknownorhereafterdeveloped. Theuseofgeneraldescriptivenames,registerednames,trademarks,servicemarks,etc.inthispublication doesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexemptfromtherelevant protectivelawsandregulationsandthereforefreeforgeneraluse. Thepublisher,theauthorsandtheeditorsaresafetoassumethattheadviceandinformationinthisbook arebelievedtobetrueandaccurateatthedateofpublication.Neitherthepublishernortheauthorsor theeditorsgiveawarranty,expressedorimplied,withrespecttothematerialcontainedhereinorforany errorsoromissionsthatmayhavebeenmade.Thepublisherremainsneutralwithregardtojurisdictional claimsinpublishedmapsandinstitutionalaffiliations. ThisSpringerimprintispublishedbytheregisteredcompanySpringerNatureSingaporePteLtd. The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721, Singapore Preface Therelentlesssearchofhappinessbyhumansissoughtindifferentways.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. Consumers these days are seeking to buy from brands not only for what they are but also for the emotional experiences that they deliver. Today’s consumerseekshappinessratherthansatisfaction.Theyarewillingtospendmoney toseekhappiness.Thisisthereasonwhybrandsarewillingtowalktheextramile ingeneratingdurablehappiness. Forbrandstosustaininthelongrun,‘happiness’hasemergedasoneofthebiggest unmetchallengesoftheconsumerworld.Whenconsumerssharetheirstories,they arenotsharingthesatisfactionderivedfromastorebutanemotionalexperiencein acognitiveway.Happyconsumersseekrepeatedhappyinteractionwiththebrand, makepurchasesandrecommendittoothers.Ithelpstopromoteloyaltyandnotto forgettherevenuethatitgenerates. Thus, we are ‘BUYING’ our way to happiness. If we are buying our way to happiness,thenitisimportanttoidentifythefactorsofhappiness.Doeshappiness ofaconsumerresideinproductdisposability,i.e.beingabletobuyaproduct,use itanddisposeitwithoutliabilityorisitdurability.Isaconsumerhappybecauseof the product experience or product quality? Do advertisements have to address the consumersmindormindsettogeneratepositiveexperience?Areconsumershappy withproductinformation(cognitive)orproductexperience(emotion)?Searchingan answer for suchand other questions inthequest toconsumer happiness formsthe contentofthisbook. ‘Keepingconsumerhappy’and‘understandingconsumerhappiness’arenotone andthesame.Whilethefirstraisesthequestionof‘what’,thelatteraddressesthe ‘how’ of consumer happiness Most available research, empirical studies, books, marketinginitiativesandmorearedirectedtowardskeepingaconsumerhappy,and veryfewhavemadeanattempttounderstandconsumerhappiness.Initiativesunder- takentokeepaconsumerhappyare‘momentarychanges’,becausecontinuationof thesameleadstohabituation.Ontheotherhand,understandingconsumerhappiness v vi Preface hasanenduringeffect.Andaplatformthatcombinesinformationabouttheunder- standingofconsumerhappinessandmeasuretokeepconsumerhappyhelpsinthe systematicandcomprehensiveunderstandingofenduringconsumerhappiness.This bookhasbeenconceptualizedonthislineofthinkingandthusdividedintotwoparts. The first part is customized towards understanding the multiple perspectives of happiness. The first chapter in this part is dedicated towards understanding the “BehaviouralPerspective”ofhappiness.Istheexpressionandexperienceofhappi- nessuniversal?Studiesonhappinessconductedoverthepast20yearssuggestthat thedefinitionofhappinesshasevolvedovertime.Doweseekhappinessinallthat wedooraretheresomeactivitiesthatgeneratehappinessmorethanothers?Isthere aculturalperspectivetoit? Thesecondchapteristilted“Cross-CulturalPerspective”.Itaddressesthequestion ofuniversalityvsspecificity.Iseverybodyhappyoraretheredifferencesthatexist amongcultures?Happinessindicessuggesthugedifferenceacrosssocietieshaving differentculturesworldwide.Whilesomecountriesrankhigheringlobalassessment, some countries are lower down the rank. Is the difference due to collectivist vs individualisticculture?Orarethereanyotherreason? Thethirdchapterinthispartquestionstheroleoftechnologyininducinghappi- ness.Thewidelyacceptedbeliefisthattechnologyhasanegativeimpactonsubjec- tivewellbeing.Theauthorquestionsthispopularbeliefandtriggersacriticalthinking onconnectivityvsisolation:Doestechnologyplayaroleingeneratinghappinessor doesitmakeusselfsufficient? The fourth chapter discusses the relation between socioeconomic status on consumer happiness. Does socioeconomic status moderate the relation between happiness and satisfaction? Does socioeconomic status influence consumer pref- erenceandconsumerhappiness? Knowledgeaboutthedifferentperspectivesandtheorieshasawiderangeofbene- fits.Itinformsusabouthowthebrainworks,interpretsandreacts.Thistheoretical understandinghelpsustomovebeyondthetrialanderrormethodstowardsamore scientific underpinning of adoption of measures that would generate long-lasting happinessinconsumers. The second part of the book is dedicated towards understanding consumer happiness,i.e.keepingconsumerhappy.Thissegmenthastenchapters. The first and second chapters in this part depart from the functioning of the consciousbrainandtrytounderstandtheimpactofsubliminalmessages.Whileone chapterisdedicatedonunderstandingtheimpactofsubliminalmessagingonsports, theotherisdedicatedtowardsunderstandingtheimpactofsubliminalmessagingon consumerbehaviour.Whatreallymakesusthinkiswhetherthepowerofsubliminal is more effective than message that address out conscious processing? The power ofsubconscious?Whichamongthetwogeneratemorepositiveexperienceandhow ethicalitistousemessagesdesignedforthesubconscious? Thethirdchapterisonunderstandingconsumerhappinessfromtheperspective ofcognitivedissonanceandcustomerexperience.Thechapteristitledas“Customer Happiness:TheRoleofCognitiveDissonanceandCustomerExperience”.Creating Preface vii a positive customer experience is one of the key ingredients of consumer happi- ness.Cognitivedissonanceontheotherhandgeneratesunhappinessanddisengage- ment. This chapter takes an unique perspective of cognitive dissonance, customer experience,theirlinkandpossibleoutcomesinordertoenhancecustomerhappiness. Aproductneedstobeheard,tobeseentobeknowntoincreasesales.Andwhoelse buttheactofadvertisementhelpstoreachouttothemasses.Advertisementsconnect withtheconsumersandareanessentialaspectofmarketing.Weaddressthisinthe fourth chapter which is “Advertising: A New Visual World (Re-conceptualisation ofAdvertisingThroughCreativeDesign)”.Theauthorarguesforcreativewaysof advertisinganddeliberateswhethercelebrityendorsementworksbetterthanpresen- tationofplainfacts?Arecreativeexperimentsbetterthantraditionalones?Dothey impressuponthebraindifferently?Aretheyrelatedtoconsumerhappinessinany way? Inordertoreachouttheconsumerinameaningfulway,itisimportanttodevelop anunderstandingaboutthecognitivebiaseswhichimplicitlyplayanimportantrole in consumer happiness and decision-making. The next two chapters, namely fifth chaptertitled“ConsumerHappinessandDecisionMaking:TheWayForward”,and the sixth chapter titled “Paying a Price to Get a Value: Choose Wisely”, enlist the differentbiasesthatplayaroleonconsumerdecision-making.Theauthorsofthese chapters argue that if price, scarcity, loss activate the brain and triggers certain behaviours does playing up to the cognitive bias help negate the effect of these triggers? “Personality Metatraits, Neurocognitive Networks, and Reasoning Norms for CreativeDecision-Making”istheseventhchapterofthebook.Thischapterdeviates fromtheroutinethoughtprocessanddiscussesaboutthecreativethinkingprocess. Creativedecision-makingisundoubtedlyafunctionofindividualpersonalitytraits, processed either sequentially or simultaneously at the individual cognitive level. Creativedecision-makinghelpsinthedevelopmentofinnovativeproducts,andthis helpstoreachouttheconsumerinameaningfulway. The next two chapters highlight the integration of technology in the field of consumerbehaviour.Whiletheeighthchapterisontheuseoftechnologytodevelop recommendersystemtoassistconsumerdecision-making,theninthchapterdescribes theuseoftechnologyincreatingaugmentedandvirtualrealitytoenhanceconsumer experience and marketing strategies. These two chapters highlight the synergy betweentheuseoftechnologytoenhanceconsumerexperience. The closure of the book marks the beginning of new thoughts for research and applicationtoenhanceconsumerbehaviour.Thelastchapterofthebookistitled“The PathLessTraversed:NeuroscienceandRobotsinNudgingConsumerHappiness”. Thechaptermapsthefutureofconsumerbehaviourandendswiththenoteonhow customersatisfactioncanbeenhancedinthedaystocome. Ranchi,India TanusreeDutta Kharagpur,India ManasKumarMandal Contents UnderstandingHappiness:DifferentPerspectives BehavioralPerspective ............................................. 3 GinaPipolideAzambujaandGustavoRodríguez-Peña The Cultural Perspective: Are Some Societies Happier Than Others? ........................................................... 23 VivianEternod HappinessDigitalTechnologyandSocialNetworks ................... 43 FranciscoMochón SocioeconomicStatusandConsumerHappiness ...................... 69 LuciaSavadoriandAustejaKazemekaityte ConsumerHappiness:NeurosciencePerspective SubliminalMessagingandApplicationinSports:MovingBeyond theConscious ..................................................... 89 ÖzgeErcan SubliminalMessaging:MovingBeyondConsciousness ................ 101 RatulSur Customer Happiness: The Role of Cognitive Dissonance andCustomerExperience .......................................... 117 AnilV.Pillai Advertising: A New Visual World (Re-Conceptualization ofAdvertisingThroughCreativeDesign) ............................ 127 AleksandraKrajnovic´ ConsumerHappinessandDecisionMaking:TheWayForward ........ 153 TanusreeDuttaandManasKumarMandal PayingaPricetoGetaValue:ChooseWisely ........................ 163 VijayVictorandElizabethDominic ix x Contents PersonalityMetatraits,NeurocognitiveNetworks,andReasoning NormsforCreativeDecision-Making ................................ 179 PaulHangsanAhnandLynM.VanSwol RecommenderSystemsBeyondE-Commerce:PresenceandFuture .... 203 AlexanderFelfernig,ThiNgocTrangTran,andViet-ManLe An Overview of How VR/AR Applications Assist Specialists inDevelopingBetterConsumerBehaviorandCanRevolutionize OurLife .......................................................... 231 RocsanaBucea-Manea-T¸onis¸, ElenaGurgu, OlivaMariaDouradoMartins,andVioletaElenaSimion ThePathLessTraversed:NeuroscienceandRobotsinNudging ConsumerHappiness .............................................. 255 ElenaGurguandRocsanaBucea-Manea-T¸onis¸ AuthorIndex ...................................................... 285
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