Social Orientation as a Source of Consumer Satisfaction

Summary

Riesman's inner- and other-directed social orientation was related to the desire for more existence needs and satisfaction with relatedness needs in the case of 112 married couples. The results show that strongly inner-directed males were more satisfied with relatedness needs and desired existence needs to a lesser extent than strongly other-directed males. No such association existed for females. Among strongly inner-directed individuals of either sex there was a significant association between dissatisfied relatedness needs and the desire for more existence needs.