is article explores individuals' beliefs of what constitutes an ideal life. The objective was to provide insight into the extent to which the consumption of goods and services factors into perceptions of how life should be. In total, 36 interviews were conducted in three countries - Australia, the USA, and the UK. In each country twelve interviews were conducted with individuals covering multiple age, gender, and occupation categories. Far from wishing for lottery wins or increases in status and possessions, most interviewees expressed significant satisfaction with their current lives. The findings suggest that satisfying relationships with family and friends dominate perceptions of an ideal life, with products and possessions being of significance second only to these relationships.
|Journal||Journal of Research for Consumers|
|Publication status||Published - 2005|