Consumer happiness and decision making: the way forward

Abstract

In a competitive market, companies must think beyond consumer satisfaction. The key lies in consumer happiness. Disciplines have crossed their traditional boundaries to understand their consumer better. This is reflected in the growing popularity of the use of neuroscientific techniques to understand the consumer brain. On the other hand, the field of behavioral economics has also made progress in understanding human decision making and cognitive bias. In this chapter, we discuss about the cognitive biases that influence decision making (cognitive) and consumer happiness (affective).