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“I want to break free!” How experiences of freedom foster consumer happiness

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  • Gaston-Breton, Charlotte
  • Sørensen, Elin Brandi
  • Thomsen, Thyra Uth

Abstract

This research investigates the relevance, characteristics, and influence of experiences of freedom as a source of consumer happiness. A qualitative study (Study 1) underscores the existence of two types of experiences of freedom in consumption that bring happiness to consumers: “freedom from” worries, stress, or everyday life and “freedom to” explore, decide, and enact who they are or want to become. A content analysis (Study 2) and an experiment (Study 3) show how these two types of experiences of freedom have different characteristics and are related to happiness in different ways: “freedom from” experiences are related to low positive emotional arousal (calm) and are more likely to foster hedonic, pleasure-based happiness, while “freedom to” experiences are more frequently associated with high positive emotional arousal (excitement) and are more likely to foster eudaimonic, meaning-based happiness. The results are discussed in terms of research, consumer and managerial implications.

Suggested Citation

  • Gaston-Breton, Charlotte & Sørensen, Elin Brandi & Thomsen, Thyra Uth, 2020. "“I want to break free!” How experiences of freedom foster consumer happiness," Journal of Business Research, Elsevier, vol. 121(C), pages 22-32.
    • Handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:22-32
    DOI: 10.1016/j.jbusres.2020.07.035
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    Cited by:

    1. Gaston-Breton, Charlotte & Lemoine, Jérémy E. & Voyer, Benjamin G. & Kastanakis, Minas N., 2021. "Pleasure, meaning or spirituality: Cross-cultural differences in orientations to happiness across 12 countries," Journal of Business Research, Elsevier, vol. 134(C), pages 1-12.
    2. Shahid Sameeni, Maleeha & Ahmad, Wasim & Filieri, Raffaele, 2022. "Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode," Journal of Business Research, Elsevier, vol. 141(C), pages 137-150.
    3. Garner, Benjamin & Thornton, Corliss & Luo Pawluk, Anita & Mora Cortez, Roberto & Johnston, Wesley & Ayala, Cesar, 2022. "Utilizing text-mining to explore consumer happiness within tourism destinations," Journal of Business Research, Elsevier, vol. 139(C), pages 1366-1377.
    4. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    5. Delphine Godefroit-Winkel & Lisa Peñaloza, 2024. "The Ethics of Freedom in Consumption: An Ethnographic Account of the Social Dimensions of Supermarket Shopping for Moroccan Women," Journal of Business Ethics, Springer, vol. 189(3), pages 479-506, January.

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