The Pursuit of Happiness Eda Gurel Atay University

The Pursuit of Happiness Eda Gurel Atay University of Puget Sound Lynn R. Kahle University of Oregon Karen Ring Universal Mc. Cann, NYC

http. Political philosophy circa 1776 “We hold these truths to be self-evident, that all men [sic] are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness…” --From U. S. Declaration of Independence

Political philosophers circa 1996 “It’s the economy, stupid. ” --James Carville, advice to candidate Bill Clinton

Happiness is…$$$$$ The measurement of wealth and by implication happiness has generally been embodied by such economic indices as Gross Domestic Product (GDP). Governments endeavor to create wealth and are judged by the wealth they create. Government has fostered growth of GDP by motivating ever-greater levels of consumption (an ideology often supported by consumer behavior).

Garbage One problem with never-ending consumption growth for growth’s sake (also the ethic of a cancer cell) is that it is unsustainable. We live on a planet with finite resources, as well as one where some types of consumption have undesirable consequences.

The BIG Idea We need to find a mechanism whereby happiness can be pursued without leading to ever-increasing consumption and inevitable environmental disaster.

Positive Psychology The positive psychology movement has achieved remarkable advances in both theory and measurement (e. g. , Haidt, 2006). Subjective well-being, or happiness, has been a focus of much attention in that field.

Beyond the lowest level of income, the cultural proverb that “money can’t buy happiness” is probably true. . As Maslow would suggest, other needs or values ascend in importance after physiological essentials are satisfied. Happy places: Costa Rica, Denmark

From paper by Daniel Kahneman and Alan Krueger (2006) Table 1 Correlates of High Life Satisfaction and Happiness Smiling frequency Smiling with the eyes (“unfakeable smile”) Ratings of one’s happiness made by friends Frequent verbal expressions of positive emotions Sociability and extraversion Sleep quality Happiness of close relatives Self-reported health Active involvement in religion Recent positive changes of circumstances (increased income, marriage)

Economic wealth Or Psychological Wealth?

Values as Guiding Principles Value (Rokeach 1973, p. 5): “an enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence” Value System (Rokeach 1973, p. 5): “an enduring organization of beliefs concerning preferable modes of conduct or end-states of existence along a continuum of relative importance”

Values as Guiding Principles Self-definition (Rokeach 1973) Guiding behaviors and judgments ◦ ◦ ◦ Political attitudes (Reynolds et al. 1997; Lee 2003) Moral reasoning (Abdolmohammadi and Baker 2006) Employee creative behavior (Rice 2006) Healthy lifestyles (Divine and Lepisto 2005) Consumer Behaviors (Kahle & Xie 2008) Adaptation (Kahle 1983)

Theoretical Framework Values Perspectives on Success Satisfaction with Standard of Living

Hypotheses H 1: Individuals’ values will influence how they conceptualize success. H 2: Different conceptualizations of success will result in different levels of satisfaction with standard of living.

Data Media in Mind: Universal Mc. Cann’s 2003 U. S. national survey ◦ 5, 143 participants aged 18 and above ◦ Gender distribution: Male: 2254 (48%) Female: 2889 (52%)

Questionnaire Rokeach Value Survey – rank order of 18 values RANK A comfortable life (a prosperous life) An exciting life (a stimulating, active life) A sense of accomplishment (lasting contribution) A world at peace (free of war and conflict) A world of beauty (beauty of nature and the arts) Equality (brotherhood, equal opportunities for all) Family security (taking care of loved ones) Freedom (independence, free choice) Happiness (contentedness) Inner harmony (freedom from inner conflict) Mature love (sexual and spiritual intimacy) National security (protection from attack) Pleasure (an enjoyable, leisurely life) Salvation (saved, eternal life) Self-respect (self-esteem) Social recognition (respect, admiration) True friendship (close companionship) Wisdom (a mature understanding of life)

Questionnaire Things associated with success – check all that apply Consumption General Consumption: Being able to afford things that are important to you. Owning a home Self Being in excellent physical condition. Being in control of your life. Being satisfied with your life. Conspicuous Consumption: Being happy with who you are. Owning a luxury car. Having expensive designer clothing. Being well-groomed and attractive. Staying at luxury hotels. Shopping at prestigious stores. Owning a prestigious credit card (platinum, gold card) Dining at “in” restaurants Going on expensive vacations Having expensive jewelry / watches Family Having a good family life. Having successful children Having a happy family

Questionnaire Standard of Living I am satisfied with my current financial situation. I like playing the lottery. (1=Completely Disagree; 5=Completely Agree)

Hypotheses Values Perspectives on Success Satisfaction with Standard of Living

Results Things Associated with Success Most Important Value Family: Having a good family life. Family security Having a happy family. Family security Having successful children. Family security Self: Being in excellent physical condition. Family security Being in control of your life. Family security Being satisfied with your life. Family security Being happy with who you are. Family security Being well-groomed and attractive. Family security General Consumption: Being able to afford things that are important to you. Family security Owning a home. Family security

Results Things Associated with Success Most Important Value Conspicuous Consumption: Owning a luxury car. Happiness Having expensive designer clothing. Happiness Staying at luxury hotels. Happiness Shopping at prestigious stores. Happiness Owning a prestigious credit card (platinum, gold card) Happiness Dining at “in” restaurants Happiness Going on expensive vacations Happiness Having expensive jewelry / watches Happiness