Recently, the role of marketing in relation to consumer well being has interested many marketing scholars and practitioners in Korea. Marketing influences the well being of consumers through consumer satisfaction with goods and services and product safety. Recently, there has been a surge in discussion about well being marketing in Korea. Although many marketing scientists and practitioners are discussing this concept, we still have a very limited understanding of the definition, theoretical foundations, and applications of well being marketing. That is, we still do not know much about what well being marketing is, how to measure it, and how to put it into actionable programs.

The main purpose of this book is to provide readers with a conceptual understanding of well-being marketing. The book is designed for marketing researchers and practitioners interested in the theoretical foundations and applications of well being marketing. The authors of this book have been heavily involved in the quality of life studies for many years. The volume is derivative of a series of research studies conducted by the authors.

The present volume has four major parts. The first part provides an overview of various theories guiding quality of life research. The second part contains research articles dealing with the definition of well being marketing and ways to implement it. The third part contains papers dealing with consumer well being. The fourth part contains empirical quality of life studies in the contexts of health care services, tourism industry, and community development.

This book is designed to stimulate further research and practical applications of well-being marketing on numerous fronts. We hope that readers of this book will be excited about this new concept in marketing. We hope that marketing scientists in Korea will conduct research in this growing area of study. We also hope that marketing practitioners will follow suit and implement this concept to enhance consumer well being.


Dong-Jin Lee (Yonsei University, Seoul Korea)
M. Joseph Sirgy (Virginia Tech, USA)

Dong-Jin Lee is Associate Professor of Marketing, Yonsei University, Seoul, Korea. Before joining Yonsei University, he has taught at University of Western Australia (UWA) and State University of New York (SUNY) at Binghamton for eight years as a marketing professor. His research interests include relationship marketing and quality of life studies. His research has been published in the Journal of Marketing (JM), Journal of the Academy of Marketing Science(JAMS), International Journal of Marketing Research (IJRM), Journal of Advertising (JA), and among others. He has served the Academy of Marketing Science as director of academic affairs and is on the editorial review of the Journal of Macromarketing. He presently serves as vice president-publications for the International Society for Quality-of-Life Studies.


M. Joseph Sirgy is a professor of marketing and Virginia Real estate Research Fellow at Virginia Polytechnic Institute and State University. He has published extensively in the area of consumer behavior and quality-of-life research. He is the author/editor of several consumer behavior and quality-of-life research books. He presently serves as an editor of the Quality-of-Life/Marketing section of the Journal of Macromarketing. He founded the International Society for Quality-of-Life Studies in 1995 and is currently serving as its Executive Director. He co-organized at least seven conferences related to quality of life. He has served the Academy of Marketing Science in many positions dating back to the early 1980’s (e.g., president, board of governors, vp-programs, co-chair of several AMS conferences, conference track chairs).

Part I. THEORETICAL FOUNDATION OF WELL BEING MARKETING

Chapter 1: Theoretical Frameworks for Guiding Quality of Life Research


Part II. WELL BEING MARKETING

Chapter 2: Quality of Life Marketing: Proposed Antecedents and Consequences
Chapter 3: Quality of Life Marketing: An Ethical Business Philosophy for Consumer Goods Firms
Chapter 4: The Effects of Moral Philosophy and Ethnocentrism on Quality of Life Orientation in International Marketing: A Cross-Cultural Comparison


Part III. CONSUMER WELL BEING

Chapter 5: Subjective Consumer Well Being
Chapter 6: Consumer Well Being in Relation to Personal Transportation
Chapter 7: Classifying Consumer Well Being (CWB) Measures
Chapter 8: Television Viewership and Perception of Quality of Life
Chapter 9: Satisfaction with Material Possessions and General Well Being: The Role of Materialism


Part IV. APPLICATIONS

Chapter 10: Marketing Health Care Within A Community: A Quality-of-Life/Need Assessment Model and Method
Chapter 11: Further Validation and Extension of the QOL/Community Healthcare Model
Chapter 12: Measuring the Effect of Tourism Services on Travellers’ Quality of Life: Further Validation
Chapter 13: Resident’s Satisfaction with Community Services: Predictors and Outcomes
Chapter 14: Neighborhood Features and Quality of Life
Chapter 15: A Method for Assessing Residents’ Satisfaction with Community-Based Services: A Quality of Life Perspective