earticle

영어

This study examines the effects of consumption goals on happiness. For the sake of this analysis, we classify consumption goals into hedonistic consumption goals and utilitarian consumption goals, decision-making models into feeling-based and reason-based models, and self-construal into independent self-construal and interdependent self-construal. Next, the results of the study are reported. Through two experiments, the proposed hypothesis was tested. A total number of 366 students were recruited to participate in this study. Besides, participants’ happiness levels and consumption goals were measured using lists of questions and scenarios. As shown by results, the decision model (feeling-based/reason-based) moderates the relationship between consumption goals and happiness. Similarly, the relationship between consumption goals and happiness is moderated by self-construal (independent self-construal/interdependent self-construal). The first experiment showed a significant interaction between decision-making model and happiness. In other words, consumers with hedonistic consumption goals make feeling-based decisions that lead to high levels of happiness. However, consumers with utilitarian consumption goals are happier when making reason-based decisions. Evidently, the second experiment also showed a significant interaction between consumption goal and construal level. It is clear that consumers with hedonistic consumption goals are highly happier with independent self-construal. Conversely, consumers with utilitarian consumption goals are happier with the self-construal of interdependence. Our study results make a significant contribution to the happiness related academic literature. Besides, this study revealed how consumers’ level of happiness can be influenced by the consumption goal, decision-making model and construal level.