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Happiness Management and Social Marketing: A wave of sustainability and creativity

Edited By Rafael Ravina Ripoll, Luis Bayardo Tobar Pesántez, Araceli Galiano Coronil and José Marchena Dominguez

In these moments of health crisis, happiness management and social marketing are not teaching that it is possible to build a more committed, innovative and productive society. To achieve this end, countries and organizations must undertake a wave of human resource policies and actions that stimulate individuals’ happiness and creativity. In this way, a new economy can emerge that holistically promotes social welfare, equality, and talent.

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. It is up to me to fly over this territory, which is so well articulated and ordered, with a transversal look that delves into questions of an anthropological or social nature, always from the inevitable bias that I have as a psychologist in the disciplinary field. I apologize for the monolithic lens of the analysis prism, but that is the risk they have taken with the invitation. In any case, there is such a degree of overlap in the approach of both Happiness Management and Social Marketing (MS) with Positive Psychology that it will be easy to articulate an integrating discourse of minimums between the three disciplines. Because the analysis of human behavior has very relevant keys to explain, among other phenomena, why the 2009 crisis had much to do with illusory optimism (MS’s very elaborate pairing) or, why it is relatively useless to give ethics courses to Walt Street brokers (HM’s false inefficiency). Both questions are relevant because they reflect misunderstandings linked to the pseudo-science of positive thinking that has nothing to do with PP as a scientific discipline, nor with magical artefacts in the fields of HM or MS. Explanations in the field of science, whether basic or applied, should focus on the what (reflective reality) in order to seek a how (change or optimizing application). Hence the line of theoretical-practical continuity of the ←11 | 12→interrelations of the PP with the derivation in the processes of organizational management (OM) and in the representation of the same (MS)...

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