The relentless search of happiness by humans is sought in different ways. It is true money can’t buy happiness but money gives us a voice. A voice that helps to decide the place, the store and the experience. Consumers these days are seeking to buy from brands not only for what they are but also for the emotional experiences that they deliver. Today’s consumer prefers happiness over satisfaction. They are willing to spend money to seek happiness. This is the reason why brands are willing to walk the extra mile in generating durable happiness. For brands to sustain in the long run, ‘happiness’ has emerged as one of the biggest unmet challenges of the consumer world. This course will help student develop a critical thinking about how happiness can be generated and retained in consumers. The quest to consumer happiness forms the content of this course.