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There is a burgeoning academic literature on happiness polls that has used a range of different measures and approaches across countries rich and poor alike to answer the question, “what makes people say they are happy?”
The excitement surrounding this work is well justified. These polls suggest an idea of happiness that would be broadly understood by philosophers from Aristotle to Mill to Rawls or Parfit. Happiness studies also suggest some potential reasons why we appear to act irrationally according to the dictates of revealed-preference-utility-maximization. Subjective-well-being (SWB) polls also help to illustrate some of the absurdities of taking income per capita as our measure of the ultimate good.
At the same time, a lot of things we surely care about are not reflected in SWB poll answers. Cross-country studies involving economies and societies at distinctly different levels of development suggest a limited role for income, rights, health and social factors all combined in explaining SWB. And all the usual criticisms of and concerns with utilitarianism apply to SWB polls.
Polls do not capture a be-all and end-all measure of the good. Both because of the difficulty of interpreting SWB evidence with regard to SWB-maximizing policy and because it appears clear that SWB (on whichever measure) is probably not what we want to maximize, considerable caution is required in the use of such polls for policymaking.