Happiness and co-creation of value: Playing the blues

Hughes, Tim; Vafeas, Mario

Abstract

Little has been written about co-creational aspects of happiness. Happiness is generally treated in the marketing literature as an individual outcome of exchange. However, the notion of value in exchange has been challenged by service-dominant (S-D) logic. To stimulate the research discovery process, an account of co-creation of happiness is offered, based on the experience of the lead author, in playing blues music. We propose value is co-created in a context when it is perceived by an individual to be adding to their happiness/subjective well-being (SWB). Thus, the concepts of value and happiness/SWB are closely linked and interconnected. The contribution to S-D logic is in recognising the interconnectedness between value co-creation and happiness/SWB. In particular, this article draws attention to the co-creative role of the artist, in cultural ecosystems. This is relevant to the development of the field and has potentially significant implications for policy in allocating society’s resources.

Citation

Hughes, T., & Vafeas, M. (2021). Happiness and co-creation of value: Playing the blues. Marketing Theory, 21(4), 579-589. https://doi.org/10.1177/14705931211032255

• Journal Article Type: Article
• Acceptance Date: Jun 9, 2021
• Online Publication Date: Jul 19, 2021
• Publication Date: Dec 1, 2021
• Deposit Date: Jun 30, 2021
• Publicly Available Date: Nov 12, 2021
• Journal: Marketing Theory
• Print ISSN: 1470-5931
• Electronic ISSN: 1741-301X
• Publisher: SAGE Publications
• Peer Reviewed: Peer Reviewed
• Volume: 21
• Issue: 4
• Pages: 579-589
• DOI: https://doi.org/10.1177/14705931211032255
• Keywords: Service-dominant logic; happiness; subjective well-being; resource integration; institutional logics; service eco-systems.
• Public URL: https://uwe-repository.worktribe.com/output/7481129