Consumer happiness derived from inherent preferences versus learned preferences

• We distinguish between inherent preferences and learned preferences.
• Happiness from an inherent-preference attribute is absolute and durable.
• Happiness from a learned-preference attribute is relative and transient.
• Preferences about resource-related attributes may be inherent or learned.
• We discuss implications of our analysis for improving consumer happiness.

We distinguish between two types of preferences. One is inherent (e.g., preference for warm over cold temperature); it is formed early in evolution and largely stable. The other is learned (e.g., preference for large over small diamonds); it is acquired more recently, and variable across time and contexts. We propose that compared with inherent preferences, learned preferences 1) rely more on social comparison, resulting in a relative (rather than absolute) effect on happiness, and 2) are more prone to hedonic adaptation, resulting in a transient (rather than durable) effect on happiness. In addition, we propose that preferences about resource-related attributes (e.g., size of home) are inherent in low-value regions, and learned in high-value regions. We discuss implications of this analysis for improving consumer subjective well-being.