A Social-Cognitive Model of Consumer Well-Being

Abstract

This study establishes a social-cognitive model of consumer well-being to explain the psychological mechanism underlying the relationships between service organizations’ marketing strategies and consumer well-being. Using a two-wave longitudinal design, we surveyed 168 clients from a major credit counseling organization. Results show that organizational strategies influence consumers’ domain-specific well-being via social-cognitive variables (including self-efficacy, outcome expectations, and process expectations) and goal-pursuit processes (both goal setting and goal striving). Specifically, organizational strategies, including organizational support and organizational socialization, contribute to consumers’ goal intentions both directly and indirectly via outcome and process expectations at the goal-setting stage. In the goal-striving stage, goal intention leads to goal achievement, a path strengthened by organizational support. Goal achievement contributes to increases in consumers’ domain-specific well-being. Customers who are in the early or late stages of a service program are more likely to fail in achieving their goals than those who are in the middle of the program. This study sheds new light on transformative service research by demonstrating the role of the service organization in enhancing consumer well-being and suggests that service strategies should focus on shaping consumers’ social cognitions and facilitating their pursuit of valued personal goals.