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Consumer Well-Being

Part 3. Consumer Behavior

  1. Aaron Ahuvia,
  2. Crystal Scott,
  3. Elif Izberk Bilgin

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03035

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Ahuvia, A., Scott, C. and Bilgin, E. I. 2010. Consumer Well-Being. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. University of Michigan-Dearborn, Dearborn, MI, USA

Publication History

  1. Published Online: 15 DEC 2010


Measures of consumer well-being have expanded from an early reliance on GDP per capita to a more balanced focus on multiple indicators of well-being including subjective indicators such as happiness and life satisfaction. Among the very poor, increased overall levels of consumption have been shown to increase well-being. But among the nonpoor, increased income and consumption has little long-term impact on happiness. However, consumer well-being among the nonpoor can be increased by increased savings and increased spending on charitable contributions, memorable experiences (rather than physical objects), and activities that support closer social relationships. Regardless of a person's actual spending levels, mental habits that focus on getting and spending (i.e., materialism) are negatively associated with well-being. Marketing has been criticized for, among other things, increasing materialism. But it also has defenders who point out its role in organizing production to meet consumer needs.


  • well-being;
  • happiness;
  • life satisfaction;
  • utility;
  • social indicators;
  • income;
  • consumption