Abstract

According to the Psychology Center at the University of Pennsylvania, positive psychology is the scientific study of the strengths that enable individuals and communities to thrive. Positive Psychology is based on two ideas: That people seek meaning, and that they possess strengths that can help them find it. In other words, people want to do more than survive, they want to thrive. They have the ability to live the lives they want, even if they might need a little help to do it. This orientation moves psychology beyond the realm of fixing problems or treating disorders, to helping people be their best selves and lead better lives. Marketing is beginning to recognize these ideas and build on them, giving rise to positive psychology marketing.