Final answer:
Research suggests that while material wealth can predict life evaluations, it is psychosocial prosperity and possibly religious attendance that are stronger predictors of positive feelings and engagement, including brand engagement.
Step-by-step explanation:
The strongest predictor of brand engagement, as shown by research, is a multifaceted concept that encompasses elements such as psychosocial prosperity, religious attendance, and material wealth. Diener et al. (2010) find that while material prosperity is a strong predictor of how people evaluate their lives overall, it is the psychosocial aspects, such as positive emotions and relationships, that predict the positive feelings connected with engagement of any kind. Meanwhile, Barkan and Greenwood (2003) suggest a link between religious attendance and subjective well-being, which may also influence brand engagement through the underlying sense of community and shared values.
Furthermore, the growing number of Americans identifying as 'spiritual but not religious' suggests a shift in how engagement could be influenced. As spirituality offers adaptability and a personal approach to the feelings of connectedness, this could have an impact on brand relationships. The role of spirituality and religion in shaping consumer behavior and engagement with brands appears to indicate that while generosity, independence, and materialism all have roles to play, the psychosocial factors that include spiritual well-being and community (perhaps through religious attendance) seem to be strong predictors of engagement.