Consumer Happiness: Multiple Perspectives

Dr. Tanusree Dutta is presently working as Assistant Professor, in Indian Institute of Management, Ranchi. She was associated with Rekhi Centre of Excellence for the Science of Happiness, Indian Institute of Technology, Kharagpur (on lien from Indian Institute of Management Ranchi) She has research publications in peer-reviewed national and international journals which have been cited in manuscripts and books of national and international repute. She has co-authored a book titled ‘Neuromarketing in India: Understanding the Indian Consumer’ and has co-edited a book titled ‘Bias in Human Behavior’. Dr. Manas K Mandal is currently serving as Distinguished Visiting Professor at Indian Institute of Technology - Kharagpur. He is also Adjunct Professor at the National Institute of Advanced Studies, IISC, Bangalore. He was formerly Distinguished Scientist and Director-General – Life Sciences in DRDO2013–2016]. Prior to this, he was Chief Controller R&D (Life Sciences), DRDO. He was also Director, Defense Institute of Psychological Research, for about nine years. During 2003, he was Fulbright Visiting Lecturer at Harvard University, USA.

“This volume has valuable takeaways for professionals working in the area of consumer policy for ensuring consumers’ happiness. … It brings a comprehensive knowledge of concepts and theories and takes it to the next level … . This book offers an exciting insight … . this book is of interest for readers in consumer policy … . It opens doors for upcoming theoretical and empirical researches on consumerism and producer conduct.” (H. Kaur and T. Singh, Journal of Consumer Policy, Vol. 44, 2021)

• Chapter 1. The cultural perspective: Are some societies happier than others? Chapter 2. Happiness digital technology and social networks.- Chapter 3. Socioeconomic Status and Consumer Happiness.- Chapter 4. Behavioral perspective.- Chapter 5. Subliminal messaging and applicaton in sports: moving beyond the conscious.- Chapter 6. Subliminal Messaging: Moving Beyond Consciousness.- Chapter 7. Customer Happiness: The role of Cognitive Dissonance and Customer Experience.- Chapter 8. Advertising: A new visual world (Re-conceptualisation of advertising through creative design).- Chapter 9. Consumer happiness and decision making: The way forward.- Chapter 10.Paying a price to get a value: Choose wisely.