Abstract: Building on hedonomics (a science that studies the relationship between external stimuli and subjective wellbeing), the present article explores the meaning and the implications of “harmonious consumption.” In particular, building on concepts such as reference point effect, range-frequency effect, and inherent evaluability, the article identifies instances of non-harmonious consumption, such as conspicuous consumption and excessive consumption, and offers recommendations for how to facilitate harmonious consumption.

Key words: hedonomics, harmonious consumption, reference point effect, range-frequency distribution, inherent evaluability