
Originally Posted by
THE WALL STREET ASIA - March 24, 2006
Grin and Buy It: Turning Happiness Into Cash
By JEFFREY ZASLOW
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The increased interest in happiness research comes at a time when a recently published study concluded that Asians are among the world's glummest people. Five Asian markets — the Philippines, Japan, South Korea, Taiwan and Hong Kong — were among the top 10 "unhappiest," according to a study published last month by global market research concern GfK NOP, which surveyed more than 30,000 people in 30 markets about satisfaction in areas such as relationships, work, income, spending habits and sleep. (Australians were found to be the "happiest" in the study, followed by respondents in the U.S.)
Asians often score relatively low on such global happiness surveys, social scientists say, partly because of differing cultural views of what defines happiness. Researchers such as Eunkook Suh, a professor of sociology at Yonsei University in Seoul, are studying how Asian perceptions of happiness differ from the West. Asians tend to view happiness as a sign of sloth and selfishness, he says. For example, one study he is working on appears to show that South Koreans view happiness as a "zero-plus gain … if I take happiness from the world, somebody else will be less happy," Mr. Suh says. Stiff competition for a limited number of places at prestigious universities and companies reinforces such attitudes, he adds.
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