Doing and Being ‘Right’: Exploring Consumption, Materialism, Culture, and Happiness in India
In the consumer subjective well-being arena, there is scarce work on understanding how unique cultural values and normative influence impact life satisfaction. We focus on India to study subjective well-being, materialism, social comparison and Karma doctrine. Results show consumers use value based justification to remain happy. Research implications are discussed.
Himadri Roy Chaudhuri, Rajat Roy, and Fazlul K Rabbanee (2015) ,"Doing and Being ‘Right’: Exploring Consumption, Materialism, Culture, and Happiness in India", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 225-226.
Himadri Roy Chaudhuri, International Management Institute-Kolkata,India
Rajat Roy, Curtin University,Australia
Fazlul K Rabbanee, Curtin University,Australia
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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