Consumer behavior is directly correlated to what is popular at the moment, as well as the state of the economy. For example, Hummers were popular because they were marketed as a military-grade vehicle made for the average person. However, as the price of gas went up, people turned from Hummers to hybrids (also somewhat a fad). Therefore, it can be assumed that consumer behavior will continue to shift based on factors like the recession, popularity, and rationality.
Design develops brand truth by expressing what a brand stands for through its color, name, tagline, and touchpoints. For example, the simplicity of Google is reflected through not only its logo but its actual application (re: a simple search form and two buttons on a white page in order to do a simple search). Everything about Google's brand is simplistic, which is all conveyed through their design.
Even though "happiness" means something different for every individual, there must be a degree of happiness that occurs when someone realizes the loyalty of a brand that keeps them coming back. For example, purchasing a PRP (Product Replacement Plan) at Best Buy for a new electronic product doesn't necessarily make a person happy because it's preventative (meaning there is a chance that there is no need for the plan) and is not immediately indulged. Also, it's safe to say that the consumer wouldn't be happy if/when their product breaks. However, for most people, receiving a brand new replacement product upon the breakdown of the original would make that person happy to some degree. Another example would be life insurance. Having to purchase life insurance is surely not a "happy" thing, but the intangible feelings of security and relief are well worth it and make a person happy if something were to happen.
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