How Happiness-oriented Advertisement Bring Product Evaluation:Regulation From Emotion Valence

Once happiness becomes the hot topic in our life,it also becomes a fashion topic in marketing.Knowing more about the customers' understanding of happiness is extremely meaningful for the happiness marketing campaign.So,based on the perspective of positive psychology,this study will compare two different types of happiness: Hedonic and Eudaimonic well-being,and find out it's mechanism on product evaluation.Although Hedonic and Eudaimonic are same as a positive emotion,but it is hard for customers to find out the difference between them.The happiness they felt often related to their emotion states and their negative emotion cope styles.Hence,we just wonder how people make a different preference of two kinds well-being when they under different emotion states.After read the related previous researches,we find that emotion is related to the product types and emotion valence and arouse level affect the product evaluation of hedonic and utilitarian product.So the second problem we will to clarify is whether product types will affect our first hypothesis.Here,we will find out how happiness ad appeals effect the follow product evaluation and brand attitude through two different experiments.We conduct two parallel experiments by employ two different types of products(hedonic product and utilitarian product)and explore the regulation effect from emotion valence.And we find that:firstly,consumer in a positive mood will have no preference on either two happiness advertising appeals.Secondly,when the consumer is in a negative mood,they will have different preference of happiness advertising appeals and form corresponding product evaluation and brand attitude because of different product types.Thirdly,after watching happiness-oriented advertising,customers form product evaluation and brand attitude via advertising engagement.At present,although the companies have already started happiness marketing practice,but research about it in China is rarely.The relevant content of this study willsupplement the domestic consumer happiness research,especially in the field of advertising happiness theory.In the marketing practice,the research results of this paper will help enterprises to understand the mechanism of happiness in advertising and help them learn how to effectively use the theme of happiness to start advertising marketing inspiration in the future.