Social Globalization and Consumer Life Satisfaction: An Empirical Study in Malaysia

Undoubtedly globalization is taking place at a rapid pace all over the world. Specifically, this chapter attempts to examine the relationship between the subindices of social globalization and consumer life satisfaction. The main purpose of this study is to examine whether a specific subcomponent of social globalization, namely, television viewing, is reflected in life satisfaction of individuals. This study adopts and uses the gratification theory to understand the gratification sought and obtained by adult consumers when watching various international television genres. Since the power of media mobilizes consumers to have connections with the world through television, this process creates the perception among people that they are global citizens. Studies have found that people’s life satisfaction tends to be high when their social globalization level is high. This study argues that individuals who watch certain foreign TV genres, as a means to perceive themselves as global citizens, tend to be more satisfied with their lives. The study was undertaken in Malaysia, a multi-ethnic and fast-growing economy. A survey was conducted among 900 adult TV consumers. The results indicated that adult consumers who spend time watching specific TV genres tend to be more content with their lives. Although this study has shed light onto some implications of television viewing and life satisfaction of adults, a few limitations exist and are further discussed in this chapter.