Asking AI to come up with an MBA research theme and proposal: on happiness level by generations (information from perplexity.ai)
My question 1: "Please come up with an MBA research theme, via the lens of pragmaticism, based on the following key words: happiness level of the gen x, gen y and gen z in Hong Kong, consumer behavior, and the contemporary marketing strategy of the Hong Kong entertainment sector."
The reply: "That’s an excellent thematic combination — by linking happiness levels across generations with consumer behavior and marketing strategies in Hong Kong’s entertainment sector, you can position your MBA research squarely in the intersection of marketing psychology, generational studies, and business pragmatism.
Here’s a carefully designed MBA research theme framed through the lens of pragmaticism (pragmatism) — emphasizing practical consequences, experiential relevance, and real-world application of theory to business practice:
Proposed Research Theme
"Exploring the Relationship Between Generational Happiness and Consumer Behavior: A Pragmatic Analysis of Contemporary Marketing Strategies in Hong Kong’s Entertainment Sector."
Rationale (Pragmatic Lens)
From a pragmatist perspective, truth and knowledge are judged by their practical utility — what works in a given context. Applying this lens means your study will:
Focus on how different generations (Gen X, Y, Z) actually perceive happiness and how this perception influences their entertainment consumption choices.
Investigate how entertainment companies in Hong Kong adapt their marketing strategies pragmatically to align with these generational values and well-being motivations.
Produce managerial insights — not just theory — aimed at improving real-world marketing effectiveness and consumer engagement in the entertainment industry.
Refined Research Questions
How do perceived sources of happiness differ among Gen X, Gen Y, and Gen Z consumers in Hong Kong?
How do these happiness factors shape their consumer behavior and entertainment preferences?
In what ways do current entertainment marketing strategies in Hong Kong pragmatically address these generational differences?
What adjustments could entertainment marketers make to enhance consumer satisfaction and brand loyalty through happiness-oriented marketing?
Possible Title Variations
"Happiness as a Marketing Lever: Pragmatic Insights into Generational Consumer Behavior in Hong Kong's Entertainment Industry"
"From Joy to Choice: A Pragmatic Inquiry into Generational Happiness and Marketing Strategy in Hong Kong Entertainment"
"Generation Happy? Pragmatic Lessons for the Entertainment Industry from Hong Kong's Gen X, Y, and Z Consumers"."
My question 2: "Based on the proposed research theme, via the pragmatism lens, please come up with an MBA dissertation project proposal for part-time MBA students with the following elements:
The reply: "MBA Dissertation Project Proposal for Part-Time Students
1. Dissertation Report Title
2. Research Issues and Media-Reported Issues
Research Issues (with Gaps):
Scarce empirical links between generational happiness levels and entertainment spending patterns in high-density markets like Hong Kong, missing pragmatist tests of well-being as a purchase predictor.
Limited models integrating urban stress (e.g., housing costs) with entertainment escapism behaviors, creating gaps in context-specific consumer analysis.
Underdeveloped frameworks for entertainment firms to adapt marketing pragmatically to cohort-specific happiness drivers, such as Gen Z digital isolation.
Hong Kong Public Media-Reported Issues:
- Wofoo Social Enterprises' 2025 happiness index shows Gen Z at 5.74—lowest amid hopelessness—while Gen X optimism ties to economic recovery.
- AXA's 2026 Mind Health Study reports 67.2% Gen Z stress from tech addiction and finances, boosting demand for mood-enhancing entertainment.
- PwC 2025 forecasts 2.26% E&M growth to $117B by 2029, fueled by Gen Z streaming but challenging traditional ad models.
3. Research Objectives and Questions
Objectives:
Map happiness differences across Gen X, Y, Z in Hong Kong through pragmatic, real-world measures.
Examine happiness influences on entertainment consumer behaviors and preferences.
Assess marketing strategies' pragmatic fit with generational well-being needs.
Develop recommendations for happiness-optimized marketing tactics.
Questions:
How do happiness sources vary across Hong Kong Gen X, Y, Z?
What happiness factors drive their entertainment consumption patterns?
How pragmatically do entertainment marketing strategies address these differences?
4. Research Methods
Primary Methods:
Quantitative surveys (n=300+) with happiness scales and consumption data for statistical correlations, feasible via online platforms for part-timers.
Qualitative focus groups (4-6 sessions, 6-8 participants each) capturing experiential insights from consumers and marketers.
Secondary Method:
- Content analysis of industry reports (PwC, Statista 2024-2026) on E&M trends and generational media habits.
5. Business-Related Academic Theories
These consumer/marketing theories frame happiness as a pragmatic driver of behavior, applied to entertainment strategies.
Hedonic Consumption Theory: Views consumption as pursuit of pleasure and happiness avoidance of pain, explaining generational entertainment choices [Holbrook, M.B. and Hirschman, E.C. (1982) 'The experiential aspects of consumption: Consumer fantasies, feelings, and fun', Journal of Consumer Research, 9(2), pp. 132-140].
Means-End Chain Theory: Links consumer values (e.g., happiness) to attributes and consequences, guiding attribute-based marketing [Gutman, J. (1982) 'A means-end chain model based on consumer categorization processes', Journal of Marketing, 46(2), pp. 60-72].
Experiential Marketing Theory: Emphasizes sensory/emotional experiences over features, aligning with pragmatist focus on real-world engagement [Schmitt, B. (1999) 'Experiential marketing', Journal of Marketing Management, 15(1-3), pp. 53-67].
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