Favorite Possessions Protect Subjective Well-Being Under Income Inequality

Rising income inequality is taking a toll on people's subjective well-being (SWB), and many commentators have implicated the role of material possessions, thereby marketing, in this regard. Making more nuanced argument, research proposes that certain possessions—namely, favorite possessions—can mitigate detrimental psychological effect SWB. In support proposition, experimental data from nine countries (N = 3,687) social media posts 138 31,332) converge to show that, while SWB generally declines as increases, encouraging consumers attend their possessions can negative This because attending reduces consumers’ tendency make comparisons related resources wealth, which otherwise arise when high. Consequently, even they perceive high inequality, feel less deprived relative others, buffers These findings meaningful consumer welfare implications. particular, one way happier with quality life an unequal society avoid comparing wealth others instead most special them.