ABSTRACT
Virtually all consumers want to maximize the happiness that comes with consumption. In recent decades, consumer researchers, psychologists, and economists have accumulated empirical data and developed testable theories on happiness (e.g., Burroughs & Rind eisch, 2002; Diener & Biswas-Diener, 2002; Easterlin, 2001; Frey & Stutzer, 2002a, 2002b; Kahneman, Diener & Schwarz, 1999; Kahneman & Sugden, 2005; Raghunathan & Irwin, 2001; Seligman, 2002).
