Matthew J. Monnot, PhD

The Good Life Versus the “Goods Life”: An Investigation of Goal Contents Theory and Employee Subjective Well-Being Across Asian Countries (2022)

Authors: Matthew J. Monnot & Terry A. Beehr
Journal: Journal of Happiness Studies, 23(3), 1215–1244
DOI: 10.1007/s10902-021-00447-5

1 · TL;DR

Using data from tens of thousands of respondents across Asian countries, this study investigates how goal content – intrinsic versus extrinsic aspirations – relates to subjective well-being and satisfaction with income, job, life, and accomplishments.

Findings broadly support Goal Contents Theory:

  • People who prioritize intrinsic goals (health, safety, relationships, community, growth) report higher satisfaction.
  • Strong materialistic (goods-life) orientation is associated with lower satisfaction, even when controlling for income.
  • Income shows diminishing marginal utility, and materialism can worsen that flattening.

2 · Methodology (Technical)

  • Design: Cross-national survey analysis using AsiaBarometer data.
  • Sample: Over 40,000 respondents from multiple Asian countries and regions.
  • Measures:
    • Intrinsic goal orientations: indices capturing importance of health, security, affiliation, community, and growth.
    • Extrinsic goal orientation: importance of money/material goods.
    • Outcomes: satisfaction with income, job, life, and accomplishments.
    • Country-level Human Development Index (HDI) as a contextual variable.
  • Analyses:
    • Construction of relative goal-orientation indices (intrinsic vs extrinsic).
    • Regression and curvilinear models examining income–satisfaction relationships and interactions with goal orientation.
    • Multilevel modeling of intrinsic needs and HDI, including multilevel item response theory (MIRT) to assess measurement properties across countries.¹

3 · Methods in Plain English

Respondents indicated:

  • How important different life domains are to them (e.g., health, family, community, money).
  • How satisfied they are with their income, job, life, and personal accomplishments.
  • Objective data on their country’s human development level were added.

Analyses then:

  1. Grouped people based on whether they emphasize intrinsic or extrinsic goals.
  2. Evaluated how that orientation relates to various satisfaction measures.
  3. Checked how income relates to satisfaction and whether those patterns differ for materialists vs intrinsically oriented individuals.
  4. Examined how country-level development relates to intrinsic need satisfaction.

4 · Key Findings & Nuances

  • Intrinsic goal orientation predicts higher satisfaction across income, job, life, and accomplishments.
  • Materialism is consistently associated with lower satisfaction, including lower satisfaction with income itself.
  • The marginal benefit of income to satisfaction diminishes at higher income levels.
  • Countries with higher HDI tend to have populations with stronger intrinsic orientations, supporting the idea that as societies develop, people increasingly look beyond material concerns.

5 · Implementation Ideas

For Leaders & HR

  • Avoid over-relying on compensation narratives in employment branding and employee value propositions.
  • Highlight opportunities for:
    • Growth and mastery,
    • Health and security,
    • Community and contribution.
  • Use this evidence to support investment in purpose, autonomy, and community-building initiatives.

For People Analytics

  • Include brief goal-orientation items in engagement or culture surveys.
  • Model how intrinsic vs extrinsic orientation relates to:
    • Turnover intentions,
    • Burnout,
    • Satisfaction with pay and career prospects.
  • Explore whether teams with a stronger intrinsic orientation respond differently to changes in pay or organizational performance.

For Coaching & L&D

  • Integrate values and goal-content reflection into coaching programs.
  • Use exercises based on self-concordant goals and Self-Determination Theory to help leaders and employees align work with intrinsic motives.

6 · Endnotes (APA Style)

  1. Monnot, M. J., & Beehr, T. A. (2022). The good life versus the “goods life”: An investigation of Goal Contents Theory and employee subjective well-being across Asian countries. Journal of Happiness Studies, 23(3), 1215–1244. https://doi.org/10.1007/s10902-021-00447-5
  2. Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227–268.
  3. Vansteenkiste, M., et al. (2007). Examining extrinsic versus intrinsic goal contents in the East and the West. Motivation and Emotion, 31(4), 275–293.