Consumer Research - Online Resources|
How consumers choose to spend their time and money defines much of consumer behavior research. Guiding consumer choice is often the question, What would make the consumer happy? What will satisfy the consumer? Consumer research has shown that people's intuitions about what will bring them a feeling of happiness in the moment are often misaligned with what brings lasting happiness and long-term well-being.
What can cultivate a more lasting sense of well-being? A growing body of consumer research suggests that meaningfulness does, and that the time and money spent on meaningful choices is often associated with more lasting positive experience.
Although meaningfulness seems like an elusive concept, recent research has shed light on its emotional antecedents and behavioral consequences. While meaningful choices are often not pleasurable to make they are often associated with a larger purpose.
When consumers conduct research before they make a purchase the purchase is done with more thought and the experience is considered to be more meaningful.