The objective of this chapter is to understand happiness and identify the factors that make consumers happy. The literature review examined studies on the happiness of different parts of the world in the last 20 years. The research method was the literature review, and the approach was a theoretical research study. The main findings of the chapter are presented: Happiness has many definitions from ancient Greeks like Aristotle who considered happiness to be the cornerstone of a good life, a life well-lived. During the last two decades, various definitions of happiness have emerged. In this context, recent studies have found that there are four main activities that can make happy humans: (1) physical activity, (2) social experiences, (3) tourism, and (4) altruism. However, the concept of happiness can vary according to culture. For example, Americans define happiness in terms of pleasure whereas Asian culture in terms of marital status and standard of living. The chapter examines happiness approaches and highlights the special case of Latin America, to illustrate, it was measure subjective well-being and live satisfaction in a Peruvian sample.
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de Azambuja, G.P., Rodríguez-Peña, G. (2021). Behavioral Perspective. In: Dutta, T., Mandal, M.K. (eds) Consumer Happiness: Multiple Perspectives. Studies in Rhythm Engineering. Springer, Singapore. https://doi.org/10.1007/978-981-33-6374-8_4
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