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When do consumers decide to buy something? Why and how do they shop in the first place? Over the past 20 years, a number of macro shifts have drastically altered shopping patterns and buying decisions - presenting new opportunities and challenges for marketers to persuade consumers to spend money and encourage repeat purchases. The author describes her recent research, indicating 12 particular shopper archetypes. She also introduces The Needs Adaptive Shopper Journey Model, which integrates firm actions, technology, peer-to-peer/social and shopper psychology to address shopper well-being.

To maximize happiness, consumers must accurately predict the emotional consequences of their options and make product and service choices based on those predictions. The authors describe concepts including 'hedonic editing' and the role of multiple choice, and discuss eight common consumption biases that can decrease consumer happiness. In the end they show that 'hedonomics' challenges two commonly-held assumptions in economics: that maximizing a desired external stimuli equals maximizing consumer happiness; and that what consumers choose reflects what makes them happy.