The paradox in happiness sales: How can happiness primes backfire?

Abstract

Exposure to a stimulus often increases an evaluation of a relevant object; however, the current research demonstrates that the opposite is true for “happiness.” The current paper shows that exposure to happiness (vs. neutral) primes leads consumers away from consuming happiness-claimed products because of a decrease in perceived happiness potential that consumers attribute to the products. In line with our theory, the negative effect of happiness primes on product evaluation for happiness-claimed products was found to be mitigated by several factors associated with a happiness goal pursuit facilitated by happiness primes, including happiness goal satiation, cognitive load, and motivation to seek happiness. Together, the present research advances our understanding of happiness and priming effects in consumer literature. In addition, this research provides managerial implications as to how marketers can use happiness cues to manage their marketing stimuli (e.g., advertisements, slogans, and package designs) in more efficient ways.