Influence of materialism on life satisfaction

Eda Gurel Atay (), Joseph Sirgy, Melika Husić and Muris Čičić
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Eda Gurel Atay: Marketing Department University of Oregon
Joseph Sirgy: Department of Marketing Virginia Tech
Melika Husić: Department of Marketing School of Economics and Business, University of Sarajevo
Muris Čičić: Department of Marketing School of Economics and Business, University of Sarajevo

Tržište/Market, 2010, vol. 22, issue 2, 151-166

Abstract: This paper builds on Sirgy’s theory of materialism by integrating exposure to materialistic advertising and social infuence into a more comprehensive model. The data collected in Bosnia-Herzegovina showed that exposure to materialistic advertising and social infuence contributes to materialism. Materialism, in turn, leads to the use of all types of standards of comparison (a ffective- and cognitive-based expectations) to make judgments about the standard of living. As the use of these standards of comparison increases, people start to evaluate their standard of living more negatively and these negative evaluations of the standard of living lead to a dissatisfaction with life.

Keywords: materialism; life satisfaction; TV viewership (search for similar items in EconPapers)
Date: 2010
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