Preliminary Study On Consumer Behavior And Well-being

Based on the concept of happiness in the field of Psychology, the research discuss the connotation and extension of happiness, and the measuring of SWB(Subjective Weil-Being), reviewing happiness from the angle of consumption behavior. Depending on the background of the consumers, the certain types of consumption behavior in goods preference and choosing reflect their Psychological demand to some extend, which are the appeal for happiness of life. Researching on the certain types of consumption behavior which can reflect their happiness pursuit further, through proposing hypothesis, data analyzing, we tend to do some explorative research on the connection between happiness and consumer behavior, to find if the pursuit of happiness can reflect on the daily consumption.The exploring on happiness in the field of academic have done a lot, but the research between consumption and happiness just stay on the level of ethical criticism, there is no evidence to tell that consumption can not lead to happiness. This research aims to open a window of to the academic field, lead them to put more atten...