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Emotional Intelligence And Materialism: The Mediating Effect Of Subjective Well-Being

Journal of Consumer Marketing

Aušra Rutelione, Beata Šeinauskiene, Shahrokh Nikou, Rosita Lekaviciene, Dalia Antiniene

2022

The purpose of this study is to examine the nature of the relationship between emotional intelligence and materialism by exploring how subjective well-being mediates this link. Data was collected from surveying 1,000 Lithuanians within random sampling, and structural equation modelling (SEM) techniques using SmartPLS were used to analyze the data. The results show that emotional intelligence not only has a negative indirect effect on materialism but also a positive impact on both dimensions of subjective well-being (satisfaction with life and affect balance).In addition, the findings indicate that both satisfaction with life and affect balance predict a decrease in materialism.Finally, the SEM analyzes show that the path between emotional intelligence and materialism is partially mediated by both satisfaction with life and affect balance. The results of this study expand the understanding to what extent and how emotional intelligence is able to assist in adjusting materialistic attitudes, which have become more prevalent with the respective growth of consumerism and consumer culture worldwide.In the light of unsustainable consumption patterns threatening the survival of humankind and nature, the opportunities that could reverse this trend are presented for marketers and policy makers.This study gives insight into the potential pathways for diminishing consumer materialism, which is considered detrimental to subjective well-being and mental health. The relationship between emotional intelligence and subjective well-being has been well documented, as has the link between materialism and subjective well-being.However, the simultaneous examination of the relationship between emotional intelligence, subjective well-being and materialism is lacking.The current study adds to the understanding of materialism not only by examining the effect of under-researched antecedent such as emotional intelligence but also by explaining the underlying mechanism of subjective well-being by which emotional intelligence connects to materialism.

Materialism, Emotional Intelligence, Subjective Well-Being, Satisfaction With Life, Affect Balance

Keywords

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