Materialism has been shown to be associated with lower levels of life satisfaction ( Gong et al., 2020b), as motivated by the pursuit of too much consumption and acquisition ( Oral and Thurner, 2019). Conspicuous consumption driven by the desire to show off possessions and status may make them less happy ( Shahid and Paul, 2021). However, other studies have shown that not all consumer motivations predict well-being positively (e.g., Oral and Thurner, 2019 Shahid and Paul, 2021). High-ethical consumers expect positive emotions from their sustainable consumption ( Onwezen et al., 2013). For example, consumption of hedonistic products leads to increased life satisfaction and subjective well-being ( Zhong and Mitchell, 2010). Visionary companies should consider their consumers’ well-being an important strategic objective and a responsibility for success in an increasingly competitive marketplace.Ī growing number of scholars are focusing on what contributes to consumers’ happiness ( Chang, 2020 An et al., 2021), and some studies have preliminarily noticed that consumer motivations have an effect on their well-being ( Akram et al., 2021a). It is crucial for companies as well, not only in relation to customer loyalty ( Troebs et al., 2018) and positive word-of-mouth ( El Hedhli et al., 2016 Kim et al., 2018), but also for long-term relationships with customers. Many consumers view consumption as a way to improve their quality of life ( Chang, 2020 An et al., 2021). The pursuit of happiness is the fundamental impetus for human beings. These findings enable marketers to develop customized marketing strategies for different motivation profiles and contribute to helping consumers with varying motivation profiles to consciously pay attention to their well-being. Scores for negative affect were significantly higher in the enthusiastic and apathetic groups than in the rational group. Specifically, scores for positive affect and life satisfaction were highest in the enthusiastic group, medium in the balanced group, and lowest in the rational and apathetic groups. Consumers’ subjective well-being (life satisfaction, positive affect, and negative affect) differed significantly across the four profiles. Results of LPA identified four subpopulations of participants: the enthusiastic group has high expectations in all aspects the balanced grou p values each aspect of the product but has lower expectations the rational group emphasizes aspects such as value for money, comfort, and quality the apathetic group has no strong motivation for consumption, and they are relatively concerned with the dimensions of security, social acceptance, and stimulation. The final group of ( N = 1,023, ages 18–58) completed the Consumer Motivation scale online, assessing seven dimensions of consumer motivation. We aim to employ latent profile analysis (LPA) to explore subgroups of participants who display similar patterns of consumer multiple motivations and to examine differences in subjective well-being across these subtypes. Previous studies have investigated the relationship between certain consumer motivations and well-being separately. Consumer motivation plays an important role in their purchase decisions and well-being.
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