Because of changes in the environment, the baking industry has become more and more competitive. How to strengthen one’s own value is now the priority goal in baking manufacturers. Managers need to explore the needs of consumers using a new point-of-view. The purpose of this study is to explore the relationships among involvement, optimism, product attribute and happiness in the baking industry. The study has the following findings: (1) Involvement is positively related to product attribute and happiness. (2) Optimism is positively related to product attribute and happiness. (3) Product attribute is positively related to happiness. (4) Demographics have significant differences in product attributes and happiness.