The Impact of Variety on Consumer Happiness:Marketing and the Tyranny of Freedom

Topics:
Marketing Strategy
Tags:
Academy Of Marketing Science Review,
Impact,
Marketing,
Marketing Research,
Marketing Strategy
Source:
Academy of Marketing Science Review

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Overview: This article talks about providing a theoretical framework for the study of the impacts of marketing strategies on general happiness. The goal is to provide a road map to establish a link between constructs of consumer behavior and happiness. The need for the development of a theoretical framework stems from a desire to study the impact of marketing strategies on happiness and incorporate the different findings. The article also addressed the potential for high-variety strategies in marketing to create a state of overwhelming choice, showing that a focus on high-variety strategies could lead to instances of difficult and unpleasant decisions and result in consumer unhappiness.

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Format: PDF | Size: 358KB | Date: Jan 2003 | Pages: 20

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