Exploring the Relations Between Consumer Perceptions of Marketing, Materialism and Life Satisfaction

Abstract

Clearly, many marketing efforts are meant to portray a “good life” that is attainable through the acquisition and ownership of advertised goods (Belk and Pollay 1985). However, there is evidence that materialism is connected with feelings of unhappiness (Belk 1985) and dissatisfaction with life (Richins 1987). This evidence seems to suggest that marketing promotes materialism, but that materialism can lead to dissatisfaction with life.