Major Department

Marketing

College

College of Business

Degree

BBA (Bachelor of Business Administration)

Session and Year of Graduation

Spring 2021

Honors Major Advisor

John P. Murry, Jr.

Thesis Mentor

Bowen Ruan

Abstract

Positive information sharing has positive effects on well being, and withholding the consumption of pleasurable items would increase the satiation level. Building upon prior research, the current study expanded the understanding of the withholding effect from sharing positive information on individual happiness levels. Specifically, sharing positive information in the reversed order (i.e., sharing with the first person one wants to share with last) will result in an increased level of happiness. Through experimental evidence, this study further shows that Financial, Academic, and Social are the three major types of positive information undergraduates would share; typically, they would share with their family, friends, and spouse. Overall, the research contributes fundamental insights into consumer sharing behavior and general wellbeing

Keywords

happiness, withholding, positive, consumer, behavior

Total Pages

22

Copyright

Copyright © 2021 Yuesihan Wang

Included in

Marketing Commons

COinS
 

URL

https://ir.uiowa.edu/honors_theses/380