Academic journal article International Journal of Marketing Studies

The Effects of Consumption and Work Satisfaction on the Life of Professionals: The Case of University Professors

Academic journal article International Journal of Marketing Studies

The Effects of Consumption and Work Satisfaction on the Life of Professionals: The Case of University Professors

Article excerpt


This paper examines the association among consumer well-being, job satisfaction, and life satisfaction for college professors. The joint relationship among this particular assortment of variables has not been reported upon in the literature to date, and is subjected to examination here. Various theoretical and practical constructs are set forth, and several hypotheses are advanced. The hypotheses are tested through an assessment of data emanating from a survey of college professors at a South Western university. Various implications of the findings are outlined.

Keywords: life satisfaction, consumer well-being, job satisfaction, professionals, college professors

1. Introduction

Marketers' raison d'être is the beliefpeople are born to be consumers. This tenet is fundamental to the marketing discipline. Marketing managers develop and implement activities to enhance the process of consumption. This practice begins with the acceptance of the marketing concept and a business philosophy, focusing most of the organizations' activities on the consumer. Some of the literature contends setting marketing activities in motion without the adoption of the marketing concept does not represent marketing (Joseph 1996; Trustrum, 1989). When the marketing concept is implemented with the aim of creating satisfied customers, an organization is said to have a market orientation (Kohli&Jaworski, 1990; Narver& Slater, 1990; Ruckert, 1992).

Because of an organization's effort and focus, marketing scholars propose marketing practices positively influence life satisfaction (Handy, 1978; Samli, Sirgy&Medow, 1987; Sirgy, 1999). Marketing functions are formulated to assist consumption and with the process to create and maintain satisfied customers - often referred to in the aggregate as consumerwell-being. Economic theory also views consumption as essential for consumer well-being (Slesnick, 2000). Marketers assert that life satisfaction is derived in large measure from the goods and services consumedas reflected in their level of consumer well-being.

On the other hand, those in the management discipline assertindividualslive to work, which absorbsa large portion of most people's time. For some work is the most important element in their life. In this regard, how people view their job or work affects how they feel about themselves and their self-worth. This being the case, job satisfaction is considered an important part of life satisfaction. Numerous research studies have established the relationship between job and life satisfaction as significant and positive (Ahn, Garcia, &Jimeno, 2004; Chacko, 1983; Near, Rice & Hunt 1980; Orpen, 1978). Some treat job and life satisfaction as the same construct where job satisfaction serves as the fundamental dimension of overall life satisfaction (Rode, 2004). The Centre for European Labour Market Research of six EU countries reports job satisfaction is the most significant factor for life satisfaction (EPICURUS, 2006). Therefore, an assumption could emerge the management discipline viewslife satisfaction as an outcomederived in large part from job satisfaction.

While there are numerous studies on consumer well-being and job satisfaction and theirinterconnections to life satisfaction, there are no studies that combine these two notions and their association with life satisfaction. To fill this void, this paper sets forth the results of an overview of the links between consumer well-being (CWB), job satisfaction (JS), and life satisfaction (LS) for university professors. A number of studies in the past explored the association between various pairs of these variables. The present inquiry extends this process into a study of the correlations between three constructs~CWB, JS, and LS. The discussion furnishes a review of pertinent literature relating to these variables. Further, hypotheses are proposed, in response to apparent voids in the literature. …

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