The role of materialism, religiosity, and demographics in subjective well‐being
研究了物质主义态度、宗教信仰和人口统计特征如何影响消费者的主观幸福感，发现高、低宗教信仰消费者在收入和物质主义对幸福感的影响上存在显著差异。
In appealing to consumers, marketers need to know what the good life means across various consumer segments. The present study seeks to deepen the understanding of consumer subjective well-being (SWB) by exploring its relationship with selected secular and sacred values. SWB, defined as individuals' cognitive and affective assessments regarding their life satisfaction (Diener, 1984), is treated as the dependent variable in investigating how SWB is influenced by individual consumer materialistic attitudes (a secular value), religiosity (a sacred value), and demographics. Significant differences between high and low religiosity consumers regarding the role of income and materialistic attitudes in predicting SWB were found. Although income and some aspects of materialism are positively related to the SWB of low religiosity consumers, these variables are negatively related to the SWB of high religiosity consumers. This study implies that marketers might benefit from considering consumer religiosity as a segmentation and targeting direction in the design of materialistic positionings and communications. © 1997 John Wiley & Sons, Inc.