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The interrelationships between television viewing, values and perceived well-being: A global perspective

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  • Sandra K Smith Speck

    (College of Business, Idaho State University, Pocatello, USA)

  • Abhijit Roy

    (Kania School of Management, University of Scranton, Scranton, USA)

Abstract

Do global marketing efforts, for example, those using television as a medium, impact on the values and life satisfaction of people, and, if so, is the process similar or different in various regions of the world? We empirically examine the relationship between television viewing, core values (i.e., religiosity and materialism), and perceived well-being factors (e.g., perceived socioeconomic status and relative life satisfaction). Data collected from the Western developed nations (e.g., United States and New Zealand) and several culturally homogeneous regions, including New Europe, Latin America, the Middle East, and the Far and Southeast, support the prevalence of diverse consumptionscapes with multiple global consumer cultures, rather than a single global culture. Globalization and advances in technology have not created global norms and homogenized our identities, but behavioral patterns and regional identities that are surprisingly durable. Specifically, materialism was shown to influence perceived socioeconomic status both positively (for two regions) and negatively (for two regions), and relative life satisfaction (except in New Europe), while perceived socioeconomic status had a positive influence on relative life satisfaction (except in New Europe and Latin America). The quantity of television viewing was positively shown to influence materialism, directly in some cases, as well as through perceived realism in others, providing limited support for the cultivation theory effect. Finally, religiosity was shown to play a countervailing role in negatively influencing materialism only in Latin American and Middle Eastern countries, and a positive influence on relative life satisfaction only in Latin America. The rationale behind the differences across regions was also explored. The overall results can perhaps be best explained by “postmodern” epistemologies, in which people worldwide are increasingly implicated, and in which new traditions are constantly being invented. Journal of International Business Studies (2008) 39, 1197–1219. doi:10.1057/palgrave.jibs.8400359

Suggested Citation

  • Sandra K Smith Speck & Abhijit Roy, 2008. "The interrelationships between television viewing, values and perceived well-being: A global perspective," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(7), pages 1197-1219, October.
    • Handle: RePEc:pal:jintbs:v:39:y:2008:i:7:p:1197-1219
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    Cited by:

    1. Matthew J. Monnot & Terry A. Beehr, 2022. "The Good Life Versus the “Goods Life”: An Investigation of Goal Contents Theory and Employee Subjective Well-Being Across Asian Countries," Journal of Happiness Studies, Springer, vol. 23(3), pages 1215-1244, March.
    2. Matthew J. Monnot, 2017. "Marginal Utility and Economic Development: Intrinsic Versus Extrinsic Aspirations and Subjective Well-Being Among Chinese Employees," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 132(1), pages 155-185, May.
    3. Stephanie Lu Wang & Qian Gu & Mary Ann Glinow & Paul Hirsch, 2020. "Cultural industries in international business research: Progress and prospect," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 51(4), pages 665-692, June.
    4. David A. Griffith & Hannah S. Lee & Goksel Yalcinkaya, 2023. "Understanding the relationship between advertising spending and happiness at the country level," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 54(1), pages 128-150, February.
    5. Strizhakova, Yuliya & Coulter, Robin A., 2013. "The “green” side of materialism in emerging BRIC and developed markets: The moderating role of global cultural identity," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 69-82.
    6. Mazaheri, Ebrahim & Richard, Marie Odile & Laroche, Michel & Ueltschy, Linda C., 2014. "The influence of culture, emotions, intangibility, and atmospheric cues on online behavior," Journal of Business Research, Elsevier, vol. 67(3), pages 253-259.
    7. Fosfuri, Andrea & Giarratana, Marco S. & Roca, Esther, 2010. "Community-based strategies in action: building and sustaining a product differentiation advantage," INDEM - Working Paper Business Economic Series id-10-01, Instituto para el Desarrollo Empresarial (INDEM).

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