Eda Gurel Atay
University of Puget Sound
Lynn R. Kahle
University of Oregon
Karen Ring
Universal McCann, NYC
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“We hold these truths to be self-evident, that
all men [sic] are created equal, that they are
endowed by their Creator with certain
unalienable Rights, that among these are Life,
Liberty and the pursuit of Happiness…”
--From U.S. Declaration of Independence
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“It’s the economy, stupid.” --James
Carville, advice to candidate Bill Clinton
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The measurement of wealth and by
implication happiness has generally been
embodied by such economic indices as Gross
Domestic Product (GDP).
Governments endeavor to create wealth and
are judged by the wealth they create.
Government has fostered growth of GDP by
motivating ever-greater levels of
consumption (an ideology often supported by
consumer behavior).
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One problem with never-ending consumption
growth for growth’s sake (also the ethic of a
cancer cell) is that it is unsustainable.
We live on a planet with finite resources, as
well as one where some types of consumption
have undesirable consequences.
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We need to find a mechanism whereby
happiness can be pursued without leading to
ever-increasing consumption and inevitable
environmental disaster.
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The positive psychology movement has
achieved remarkable advances in both theory
and measurement (e.g., Haidt, 2006).
Subjective well-being, or happiness, has
been a focus of much attention in that field.
Beyond the lowest level of income, the
cultural proverb that “money can’t buy
happiness” is probably true.
.
As Maslow would suggest, other needs or
values ascend in importance after
physiological essentials are satisfied.
Happy places: Costa Rica, Denmark
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Table 1
Correlates of High Life Satisfaction and Happiness
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Smiling frequency
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Smiling with the eyes (“unfakeable smile”)
Ratings of one’s happiness made by friends
Frequent verbal expressions of positive emotions
Sociability and extraversion
Sleep quality
Happiness of close relatives
Self-reported health
Active involvement in religion
Recent positive changes of circumstances (increased income, marriage)
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Or
 Psychological
Wealth?
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Value (Rokeach 1973, p.5):
“an enduring belief that a specific mode of conduct
or end-state of existence is personally or socially
preferable to an opposite or converse mode of
conduct or end-state of existence”
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Value System (Rokeach 1973, p.5):
“an enduring organization of beliefs concerning
preferable modes of conduct or end-states of
existence along a continuum of relative importance”
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Self-definition (Rokeach 1973)
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Guiding behaviors and judgments
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Political attitudes (Reynolds et al. 1997; Lee 2003)
Moral reasoning (Abdolmohammadi and Baker 2006)
Employee creative behavior (Rice 2006)
Healthy lifestyles (Divine and Lepisto 2005)
Consumer Behaviors (Kahle & Xie 2008)
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Adaptation (Kahle 1983)
Values
Perspectives
on
Success
Satisfaction
with
Standard of Living
H1:
Individuals’ values will influence how they
conceptualize success.
H2:
Different conceptualizations of success will
result in different levels of satisfaction with
standard of living.
Media in Mind: Universal McCann’s 2003 U.S.
national survey
◦ 5,143 participants aged 18 and above
◦ Gender distribution:
 Male: 2254 (48%)
 Female: 2889 (52%)
Rokeach Value Survey – rank order of 18 values
RANK
A comfortable life (a prosperous life)
An exciting life (a stimulating, active life)
A sense of accomplishment (lasting contribution)
A world at peace (free of war and conflict)
A world of beauty (beauty of nature and the arts)
Equality (brotherhood, equal opportunities for all)
Family security (taking care of loved ones)
Freedom (independence, free choice)
Happiness (contentedness)
Inner harmony (freedom from inner conflict)
Mature love (sexual and spiritual intimacy)
National security (protection from attack)
Pleasure (an enjoyable, leisurely life)
Salvation (saved, eternal life)
Self-respect (self-esteem)
Social recognition (respect, admiration)
True friendship (close companionship)
Wisdom (a mature understanding of life)
Things associated with success – check all that apply
Consumption
General Consumption:

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Being able to afford things that are
important to you.
Owning a home
Self
 Being in excellent physical
condition.
 Being in control of your life.
 Being satisfied with your life.
Conspicuous Consumption:
 Being happy with who you are.

Owning a luxury car.
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Having expensive designer clothing.
 Being well-groomed and
attractive.
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Staying at luxury hotels.
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Shopping at prestigious stores.
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Owning a prestigious credit card
(platinum, gold card)
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Dining at “in” restaurants
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Going on expensive vacations
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Having expensive jewelry / watches
Family
 Having a good family life.
 Having successful children
 Having a happy family
Questionnaire
Standard of Living
I am satisfied with my current financial situation.
I like playing the lottery.
(1=Completely Disagree; 5=Completely Agree)
Values
Perspectives
on
Success
Satisfaction
with
Standard of Living
Things Associated with Success
Most Important Value
Family:
Having a good family life.
Family security
Having a happy family.
Family security
Having successful children.
Family security
Self:
Being in excellent physical condition.
Family security
Being in control of your life.
Family security
Being satisfied with your life.
Family security
Being happy with who you are.
Family security
Being well-groomed and attractive.
Family security
General Consumption:
Being able to afford things that are important to you.
Family security
Owning a home.
Family security
Things Associated with Success
Most Important Value
Conspicuous Consumption:
Owning a luxury car.
Happiness
Having expensive designer clothing.
Happiness
Staying at luxury hotels.
Happiness
Shopping at prestigious stores.
Happiness
Owning a prestigious credit card (platinum, gold card)
Happiness
Dining at “in” restaurants
Happiness
Going on expensive vacations
Happiness
Having expensive jewelry / watches
Happiness