Who Is In Control of Our Happiness? How Small Reminders of Agency Can Lead People to Better Enjoy Their Life Experiences

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dc.contributor.authorDragelin, Alyssa Kathryn
dc.date.accessioned2017-10-11T22:40:03Z
dc.date.available2017-10-11T22:40:03Z
dc.date.issued2017
dc.description55 pages. A thesis presented to the Department of Marketing and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Science, Spring 2017
dc.description.abstractPeople often do not enjoy their experiences as much as they should, leaving them unfulfilled and, ultimately, less happy than they could be. This is harmful to individuals because it means they are not living life to the fullest, and this is harmful to businesses because it means people do not return to unfulfilling experiences. This thesis suggests that people do not maximize the potential enjoyment of their experiences because they fail to recognize the things they could do to improve them. In the following research, I find that people expect to enjoy their experiences more when they are reminded of their sense of agency. Agency is the subjective awareness that the individual is in control of their actions and, subsequently, their outcomes. People can, therefore, enjoy their experiences more when they are aware of the decisions available to them, and businesses can help people enjoy their experiences more by sending people reminders of their agency through marketing efforts. This research includes several studies that support this hypothesis and a couple of suggestions that could help businesses best maximize their customer lifetime value.en_US
dc.identifier.urihttps://hdl.handle.net/1794/22843
dc.language.isoen_US
dc.publisherUniversity of Oregon
dc.rightsCreative Commons BY-NC-ND 4.0-US
dc.subjectAgencyen_US
dc.subjectHappinessen_US
dc.subjectConsumer behavioren_US
dc.subjectMarketingen_US
dc.subjectExperimental psychologyen_US
dc.subjectExperiencesen_US
dc.titleWho Is In Control of Our Happiness? How Small Reminders of Agency Can Lead People to Better Enjoy Their Life Experiences
dc.typeThesis/Dissertation

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