The pursuit of happiness is an important goal in consumer behavior, but one that many western cultures do not seem to be achieving through their materialistic-oriented consumption (Sujan, 2008). Based on a review of relevant literature, I proposed seven hypotheses on the relationships between happiness, wealth, entropy of consumption, gratitude, materialism, and individualism. To test these hypotheses, I conducted regression analyses, discussed preliminary results, anticipated potential contributions to the field, and suggested future research possibilities.
