Consumer Aspirations and Subjective Well-Being
Journal of International Consumer Marketing
ISSN or ISBN
The purpose of this paper is to analyze how consumerism aspirations affect consumers' subjective well-being. We used Consumer Aspirations Theory because it focuses on the consequences of divergence between aspired goals or wants concerning outcomes and individual's subjective well-being. We investigated the relationship between consumer hedonism, power values, life and income satisfaction, and consumer subjective well-being of 15,299 respondents in 124 European regions. Our findings indicate that most of the variance in consumer subjective well-being happens at the individual level, with 14.63% of the variance due to regional differences. Even though variables such as national GDP and political freedom has received attention in subjective well-being research, our results did not support any such region level effects. At the individual level, the negative relationship between hedonism, social power values, and consumer well-being supports the assertions of Consumer Aspirations Theory and indicates that high aspirations might lead to unfulfilled ambitions.
Petrescu, Maria and Kara, Aycan, "Consumer Aspirations and Subjective Well-Being" (2018). HCBE Faculty Articles. 1103.