Sociology of Emotions and reward-based promoter happiness behaviors A mixed-methodof among citizens of urban areas of Mashhad

Promoter happiness is the positive sensory behavior that one receives from being rewarded.This study investigates the promoter happiness behaviors of Turner's social emotion approach based on Mixed Methode (qualitative-quantitative-spatial).The study population consisted of citizens over 18 years old in Mashhad urban areas who were selected according to sampling (case type, simple random according to the size of each area and point-location) participants and respondents. The tools were (semi-in-depth interview, interview questionnaire and map drawing) and the findings were collected based on themes analysis, description, explanation and spatial analysis. In this study, interviews were conducted with participants who promoter happiness in intimate circles, providing qualitative and contextual information, then coding the categories, components and questions of the researcher-made questionnaire. The alpha of the questionnaire was 0.78. The results of the qualitative section indicate that the central category of rewards is formed to benefit from encouragement, endorsement, pleasure, and success in expressing emotions and exchanging emotions. In the quantitative sector, the above average averages of the types of rewards were obtained at urban level and were based on the spatial analysis of households that received less rewards in less urban areas and those receiving the most rewards. The clustering results of the promoter happiness rewards are divided into two clusters where the areas of each cluster with respect to spatial proximity indicate that the first cluster was less than average in relation to the second cluster. Finally, the rewards of being promoter happiness as an emotional arousal from the structure are exchanged as a pleasant emotional experience and become an unmatched asset to enhance the quality of life.