To be or not to be happy? That is the question of consumption in social behaviors

• Autor(a) principal: Mota, Marcio
• Data de Publicação: 2021
• Outros Autores: Botelho, Delane
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/18367
• topic: Happiness; Hedonism; Social bonds; Conspicuousness; Frugality; Materialism; Felicidade; Hedonismo; Ligações sociais; Conspicuidade; Frugalidade; Materialismo

Objective: To examine and evaluate the moderating roles of social behaviors and consumption in happiness.Method: We carried out a survey with 197 real consumers and used confirmatory factor analysis and a linear regression model for data analysis, with the Johnson-Neyman technique for moderation.Main Results:  Hedonism amplifies the positive relationship between happiness and frugality; social anxiety amplifies the negative relationship between happiness and materialism; conspicuousness weakens the positive relationship between happiness and social acceptance.Theoretical Contributions: The outcomes contribute to previous literature, from an emerging country perspective, by clarifying the moderating roles of social anxiety, hedonism, and conspicuousness in the relationship between materialism, frugality, social acceptance, and happiness, which still demonstrate inconsistencies in the literature.Relevance: Thus far, there is no research on the simultaneous effects of happiness on consumption and social behaviors. We test the moderating roles of social anxiety, hedonism, and conspicuousness in the relationship between consumption and social behaviors with happiness.Managerial Contributions: Firms can ensure that consumers react according to different levels of social behaviors while consuming brands or products and may, at the same time, (1) make an effort to create social bonds among consumers, (2) enable consumers to experience happiness, and (3) attract new consumers.