RT journal article
T1 The Marketing-Happiness Paradox: Exploring Technological Consumer Behavior
A1 Ahumada-Tello, Eduardo
A1 Galván-Vela, Esthela
A1 Ravina Ripoll, Rafael
A1 Tobar-Pesantez, Luis-Bayardo
A2 Organización de Empresas
K1 Marketing-Happiness Paradox
K1 Consumer Happiness
K1 Emotional Impacts
K1 Marketing Strategies
K1 Consumer Behavior
AB This study explores the marketing-happinessparadox in Mexico”s technology sector, analyzingconsumer happiness driven by product consumption.Through structural equation modeling of survey data from384 employees, it identifies internal and external happiness-related factors that propel a cycle of continuous consumptionas consumers seek satisfaction in products withnovel features. The findings emphasize the significant roleof emotional impacts in marketing, suggesting strategiesfor technology companies. Initially relevant to the surveyedgroup, the study calls for broader research across variousdemographics. It presents a unique perspective onconsumer behavior influenced by marketing, highlightingethical and social concerns about leveraging consumeremotions in marketing practices.
PB Universidad de Navarra
SN 2254-6413
YR 2025
FD 2025
LK http://hdl.handle.net/10498/35982
UL http://hdl.handle.net/10498/35982
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 09-nov-2026