Happiness is a combination of many factors, including brain chemistry, neurotransmitters, communication between neurons, genetic predisposition and environmental factors. Happiness is a complex experience. The most important neurotransmitters associated with happiness are serotonin, dopamine and norepinephrine. Serotonin regulates mood, while dopamine is associated with reward and pleasure.
The proper functioning of these neurotransmitters plays a critical role in the formation of feelings of happiness. A person’s way of thinking, beliefs and life perspective can influence their sense of happiness. Positive psychology focuses on developing positive thought patterns and finding meaning in life. Endorphins are chemicals produced naturally in the body that increase feelings of happiness. Activities such as exercise, laughter and pleasurable activities can increase endorphin production.
The feeling of happiness is particularly associated with brain regions such as the hypothalamus, amygdala and nucleus accumbens, which are part of the limbic system. These regions are important centers that regulate your mood and control reward processes. Communication between neurons in the brain is important in the formation of emotional experiences. Synaptic communication and electrical signals between neurons form the neuropsychological basis of happiness. Genetic factors can influence a person’s level of happiness. Some people may have a more positive genetic predisposition from birth, which can affect their level of happiness.
Happiness has become an important component of neuromarketing because the times when people feel happy and the positive emotions they associate with products which can influence their purchasing decisions. Feeling happy can help consumers form an emotional connection with a product or brand. Neuromarketing aims to strengthen the emotional connection by creating advertising campaigns and product designs in ways that match people’s feelings of happiness.
Biological cues associated with happiness can include physiological parameters such as heart rate, skin conductance and facial expressions. With these cues, it is possible to measure consumers’ levels of happiness during their interactions with advertisements, products or brands.
Reference:
Psychologist Merve Altındağ
Atılım, O. N. A. Y. (2018). TÜKETİMİN VE REKLAMLARIN GELECEĞİ. Kurgu, 26(3), 25-36.
Talay, S. (2021). Pozitif Psikoloji Bağlamında Duygu Düzenleme Süreçlerinin Kişilerarası Iletişime Etkisi (Doctoral dissertation, Marmara Universitesi (Turkey)).
