MKTG4086: Pursuit of Happiness in the Age of Consumption

Much of consumption behavior is prompted by the pursuit of happiness. In today’s culture of consumption, free choice, and materialism, the pursuit of happiness through the “good life” seems to be an attainable goal. Retail therapy uplifts our spirits. A wide variety of entertainment and social connections are available, literally, at the tip of our fingers. Still, the happiness we experience is short-lived at best. We continue to experience boredom, unhappiness, and loneliness. Why this paradox? This question has spurred recent research in consumer behavior, decision making, and psychology.In this course, we will explore some of the latest scientific findings as well as selected perspectives from philosophy to help us understand this phenomenon and build a better life. We will tackle questions such as, how can we increase the level of enjoyment we experience through our consumption activities? How can we make positive emotions last longer? How can we better manage negative emotions? What are some effective ways of reducing boredom? How can we increase our wellbeing through our daily consumption and other activities? How can we, as marketers, enhance the wellbeing of our consumers? The course will rely heavily on scientific research from consumer behavior, decision making, psychology, and neuroscience. It will also incorporate some elements of Eastern and Western philosophy. Through a mix of lecture, videos, readings, reflections, and exercises, we will engage in meaningful discussion of the topics, and develop a toolkit to help us on our journey to joy.

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