CONSUMER HAPPINESS: ORIGIN AND DEVELOPMENT OF THE CONCEPT

The pursuit of happiness is the most general explanation of human behavior. Over the years, attempts have been made to establish measurement approaches to facilitate its analysis. A first step is the need to understand people's well-being through the idea of "feeling better", which has led to the measurement of subjective and not only biological health. This paper aims to better understand the origins of the concept of consumer happiness, its approaches and the measurement scales. To this end, a methodology based on a review of the most recent literature has been applied, identifying the most relevant analyses of the concept. This research shows the growing use of the concept of consumer happiness, and the creation of various scales for measuring happiness. Based on these ideas, we propose the use a model that approximates the three constituent approaches of the holistic concept of happiness: an enjoyable, meaningful and committed life, which can facilitate its applicability in management environments.