Does an iPod make you happy? An exploration of the effects of iPod ownership on life satisfaction

Abstract

The Apple iPod is currently the undisputed leading product in the global MP3 player market. This competitive advantage is due to the design, high functionality, and perhaps most importantly, the 'cool factor' which Apple has managed to obtain with its products. This study explores if owning an iPod (as opposed to another brand of MP3 player) makes a difference in the perception of general life satisfaction. Using Diener et al.'s generic satisfaction with life scale (SWLS) to measure the dependent variable life satisfaction, a model with the key concepts usage, benefits, peer influence, design, iPod phenomenon, and iPod bubble has been developed and tested in a variety of ways, including regression analysis. The sample consisted of a multinational sample of 240+ young adults, aged 18-35 years. The demographic profiles of iPod and non-iPod owners were very similar, but for iPod owners, 23 per cent of the variance in overall life satisfaction is explained by the key concepts used in this research. Key influencing variables for iPod owners are peer influence and design. For non-iPod owners, the amount of variance explained by the independent variables was negligible. iPod owners also considered their MP3 players to be much 'cooler' than did non-iPod owners. This article considers the managerial implications of these findings for Apple and for competing brands. The social implications of these findings and their significance are also discussed, and several potential areas for further research are highlighted.Note: Age: dummy for under/over 25 years (0/1). Gender: dummy femalemale (0/1). Status: nonstudent/student (0/1). The construct iPod phenomenon was not measured for non-iPod owners.iPod ownership and life satisfaction 411

The influence of life satisfaction on nostalgic advertising and attitude toward a brand

“…The top-down theory, which suggests that life satisfaction is predominantly shaped by personality factors such as self-esteem, alienation and others, is at one end of the spectrum. On the other end is the bottom-up theory, which is based on the contention that life satisfaction is shaped by situational and environmental factors such as community, reference groups, and others (Cockrill 2012). Relevant to this research is the top-down theory, which provides the perspective suitable for examination especially in terms of the objectives of this study.…”

“…As noted by Cockrill (2012), life satisfaction as a concept is 'extremely multifaceted and influenced by a multitude of factors' (408). The attempt to depict the determinants of life satisfaction falls into two main constituents (Sirgy et al 1998).…”

Consumer personality factors and iPhone consumption in China

“…Similar to other relevant research (e.g., Cockrill, 2012;Strizhakova et al, 2008a;Strizhakova et al, 2011), the current study mainly focuses on young adults. This cohort is appropriate because this cohort is highly exposed to global media and the Internet, and therefore drives creation and dissemination of the global consumer culture (Strizhakova et al, 2011).…”

“…Successful branding and product development have made Apple products more socially desirable than alternative brands. In particular, young consumers have seen owning them as a must (Cockrill, 2012). In collectivist cultures, once a reference group or the society has established a product as the normative standard, consumers tend to conform to it (Liu et al, 2011).…”

Strategic Signaling and New Technologically Superior Product Introduction: A Game-Theoretic Model With Simulation

“…Similarly, Cockrill (2012) illustrated how the key influencing variables determining the purchase of iPods were high functionality, reliability, and "cool" design of the products. In particular, iPod owners considered their MP3 players to be much "cooler" than did non-iPod owners.…”