The more we comprehend the picture of the world, the more effectively we can cope with our work. I have already shared many tools for working with fans. Starting from sociology and ending with hormones.
Now it’s time to turn to the perception of happiness. It is actually a very important issue. It is so crucial that Nobel Laureate in economics Daniel Kahneman devoted his time to it.
In recent years, psychologists have come to understand the human perception of happiness. And now I’m going to explain why it is important for working with fans and for the brand in general.
There is a very important differentiation in the perception of happiness:
1. The way we perceive a particular action;
2. The way we recall the experience gained.
The correlation between these two states is minimal. That is, they depend on each other in a minimal way. Simply put, in the present we may like to do one thing, but in the context of memories for the sense of happiness we need to do something else.
For example, in the first state you might like to spend your vacation on the couch watching TV shows. But for the second state not to later regret time waste, you fly on vacation to the south of Europe to both be by the sea and get opportunities for obtaining a variety of impressions.
It is this fairly rich experience that you will mark as reasonably happy. Even if you did not get much happiness in the process of obtaining this experience.
It’s important that you work with fans being fully aware of it. Say, the effect of oxytocin caused by being in “your” group of people will help satisfy both states of the fan.
Fast food and the possibility to just get it will relate to the first state. Enhancing lovely emotions from visiting the stadium will relate to the second one.
If we talk about happiness in general, psychology can help us conclude that the perception of happiness over one’s life is affected by money and goals.
Regarding the amount of money, I’d like to focus on the study of two Nobel Prize laureates in economics, Daniel Kahneman and Angus Deaton, conducted in 2011.
The annual income of $75.000 turned out to be the amount, after which in most cases the assessment of being satisfied with one’s own life ceased to change.
But the exciting thing is that this amount remained true for both the provincial town and for big expensive cities. It turned out that even for such cities outside the US as London and Singapore, the value of this borderline amount remained unchanged.
Regarding goals, Kahneman and Deaton concluded that the more conventional goals a person has, the happier his/her life is perceived by him/her to be.
As a result, this is the scenario of a happy life, according to the research of Kahneman and Deaton: get higher education, get a nice job, start a family, spend your free time in the company of those similar to you, earn $75.000 annually.
This scenario can well be confirmed with evolutionary psychology and neuroscience.
You want to get consulted about applying the understanding of happiness in your area? You want to get a detailed strategy and our help in the implementation of it?
Write to my E-mail firstname.lastname@example.org, and we will respond within 24 hours.
Leon The Alien
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Images: Shane Rounce, Giphy