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A Study of Exploring the Factors on Women's Choice of Dessert

Authors:
A-Mei Lin Hsu
Chiu-Chi Wei
Hui-Chi Chuang
Yi-Chung Cheng

Keywords: love atmosphere; time focus; happiness

Abstract:
The feeling of happiness can affect people’s choices. In order to raise the purchasing power, it is a common way to advertise and promote the product with happiness. For example, parent-child wedding and car advertisement pursue the goal of family happiness. Café uses the feelings of happiness as marketing theme to attract in-love couples. However, happiness is a subjective and emotional which is affected by temporal focus. There are two primary experiences of happiness, namely, high awakening (excitement) happiness and low awakening (peace) happiness. This study aims to investigate how the choice of dessert of a couple is affected by the loving atmosphere with temporal focus as well as happiness. It uses two dimensions, namely, temporal focus (present, future) and loving atmosphere (passionate love, not passionate love) to conduct experiments with questionnaires. Experimenters are randomly assigned to four experiments for verifying research hypotheses. The experimental result shows that loving atmosphere affects temporal focus, temporal focus affects happiness, and happiness affects choice of dessert.

Pages: 6 to 9

Copyright: Copyright (c) IARIA, 2018

Publication date: July 22, 2018

Published in: conference

ISSN: 2326-9332

ISBN: 978-1-61208-654-5

Location: Barcelona, Spain

Dates: from July 22, 2018 to July 26, 2018