The Effects of Shopping Well-Being and Shopping Ill-Being on Consumer Life Satisfaction

Individuals hold two distinct sets of beliefs about shopping activities: Positive beliefs regarding the degree to which shopping contributes to quality of life (shopping well-being), and negative beliefs related to the degree to which shopping activities result in overspending time, effort, and money (shopping ill-being). Shopping well-being and shopping ill-being are conceptualized as independent constructs in that shopping ill-being is not treated as negative polar of a single dimension. That is, one can experience both shopping well-being as well as shopping ill-being, simultaneously. We hypothesized that (1) shopping well-being is a positive predictor of life satisfaction, (2) shopping ill-being is a negative predictor of life satisfaction, and (3) shopping well-being does contribute to life satisfaction under conditions of low than high shopping ill-being. The study surveyed 1035 respondents in the UK. The study results supported hypotheses 1 and 3, not Hypothesis 2. The paper discusses the implications of these findings for retailers, macro-marketers, and policy makers.