For maximum happiness, consumers need to accurately predict the emotional consequences of their options and make the choice of products and services based on these projections. The authors describe the concept of hedonic including editing and the role of multiple choice, and discuss the eight general shift of consumption, which may reduce consumer happiness. In the end, they show that hedonomics «Problems two commonly held assumptions in economics: that the maximum desired external stimuli is the maximum consumer happiness, and that consumers choose reflects what makes them happy.
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by Claire Tsai, Christopher Hsee Source: Rotman School of Management, 5 pages. Publication Date: 01 May 2008. Prod. #: ROT065-PDF-ENG
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