The Meaning(s) of Happiness

The Meaning(s) of Happiness

By Jennifer Aaker, Sep Kamvar, Cassie Mogilner
2009Working Paper No. 2026

An examination of emotions reported on 12 million personal blogs along with the results of three experiments reveal that the meaning of happiness is not fixed; instead, it shifts as people age. Whereas younger people are more likely to associate happiness with excitement, older people are more likely to associate happiness with feeling peaceful. This change is driven by increased feelings of connectedness (to others and to the present moment) as one ages.

Keywords
customer relations, customer retention, advertising, marketing strategy