Asian economies have experienced extraordinary growth in recent decades, and yet individual employee happiness and satisfaction has remained relatively stagnant. This can be explained in part by a related shift toward materialist goal aspirations. Goal Contents Theory (GCT) suggests that not all goals are created equal: intrinsic goal orientations are more strongly related to subjective well-being, for example. Using one of the most comprehensive surveys of Asia ever conducted, the current study examines the central tenets of GCT in several ways. Results show intrinsic (i.e., health, safety and security, affiliation, community feeling, self-acceptance and growth) relative to extrinsic goal orientation (i.e., money and materialism) is more strongly related to higher levels of satisfaction with one’s income, job, life, and accomplishments. Additionally, results of linear and nonlinear modeling display the diminishing marginal utility of income (the most widely utilized extrinsic incentive) on satisfaction. This curvilinear effect is exacerbated by extrinsic orientation. Finally, Multilevel Item Response Theory (MIRT) analysis confirmed a hierarchical ordering of intrinsic need strength and displayed the positive effect of national human development (i.e., Human Development Index) on individual intrinsic goal orientation. Results demonstrate the importance of organizational and national policies that emphasize human as well as economic development.

近几十年来，亚洲经济体经历了非凡的增长，但员工个人的幸福感和满意度却相对停滞不前。这可以部分解释为向唯物主义目标愿望的相关转变。目标内容理论 (GCT) 表明，并非所有目标都是平等的：例如，内在目标取向与主观幸福感的相关性更强。本研究使用有史以来最全面的亚洲调查之一，以多种方式检验了 GCT 的核心原则。结果显示，相对于外在目标取向（即金钱和物质主义），内在（即健康、安全和保障、归属感、社区感觉、自我接纳和成长）与更高水平的收入、工作、生活, 成就. 此外，线性和非线性建模的结果显示收入（最广泛使用的外在激励）对满意度的边际效用递减。这种曲线效应因外在取向而加剧。最后，多层次项目反应理论（MIRT）分析证实了内在需求强度的层次排序，并显示了国家人类发展（即人类发展指数）对个人内在目标取向的积极影响。结果表明，强调人类和经济发展的组织和国家政策的重要性。多层次项目反应理论（MIRT）分析证实了内在需求强度的等级排序，并显示了国家人类发展（即人类发展指数）对个人内在目标取向的积极影响。结果表明，强调人类和经济发展的组织和国家政策的重要性。多层次项目反应理论（MIRT）分析证实了内在需求强度的等级排序，并显示了国家人类发展（即人类发展指数）对个人内在目标取向的积极影响。结果表明，强调人类和经济发展的组织和国家政策的重要性。