Abstract Extant literatures have illustrated that human values influence consumers’ product preference and subsequently their choices. This article aims to investigate the relationship between human values and overall life satisfaction across consumer segments using the 2010–2014 World Value Survey (WVS) wave 6 data, which comprises of 85,512 respondents residing in 56 countries around the world. With available detailed socio-demographic data, a series of ordinal logistic models are estimated. Results show significant relationships between human values and overall level of life satisfaction. Interestingly, these relationships are moderated both cultural regions and age. Findings do not only support the notion of cultural-level values, but also suggest that rational individuals dynamically shift their value priorities as they age to ensure a higher level of overall life satisfaction. Consequently, global marketers should dynamically align their product offering’s benefits and promotions with the values that its target market seeks. Other implications for marketing to consumers residing in different cultural regions and belonging to different age groups are also discussed.

中文翻译：

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人的价值观和生活满意度：文化和年龄的调节作用

摘要现有文献表明，人的价值观影响着消费者的产品偏好，进而影响他们的选择。本文旨在使用2010–2014年世界价值调查（WVS）第6浪数据调查人类价值观与整个消费者群体之间的满意度之间的关系，该数据包括居住在全球56个国家/地区的85,512名受访者。利用可用的详细社会人口统计学数据，可以估算一系列有序逻辑模型。结果显示，人类价值观与整体生活满意度之间存在显着关系。有趣的是，这些关系在文化区域和年龄上都得到了调节。发现不仅支持文化层面的价值观，但也建议理性的人随着年龄的增长而动态地改变他们的价值优先顺序，以确保更高的整体生活满意度。因此，全球营销人员应根据其目标市场寻求的价值，动态调整其产品服务的收益和促销。还讨论了营销对居住在不同文化地区，属于不同年龄段的消费者的其他影响。