Siok Kuan TAMBYAH is an Associate Professor of Marketing at the NUS Business School, National University of Singapore. Her research interests include consumption and identity, ethnicity, gender, luxury consumption, consumer culture, values and lifestyles, and cross-cultural consumer behavior. In addition to journal articles on consumer behavior, services marketing and quality of life, she has co-authored two books on values, lifestyles and wellbeing in Singapore.Soo Jiuan TAN is an associate professor at the Department of Marketing, NUS Business School. Her research interests are in the areas of international market entry strategies, consumer values and lifestyles, parallel importing, game theoretic applications in marketing, and new product management. She is also the co-author of four books: Seven Faces of Singaporeans, Competing for Markets: Growth Strategies for SMEs, Understanding Singaporeans: Values, Lifestyles, Aspirations and Consumption Behaviors, and The Wellbeing of Singaporeans.

‘The Singaporean academic duo of the same given name (Siok Kuan and Soo Jiuan happen to be the same in Chinese idiographs but different in pronounciation in non-Mandarin Chinese dialects) has done a superb portrait and analysis of Singaporeans. To those interested in the profound transition of Singaporean society from the time of Lee Kuan Yew to the time of Lee Hsien Loong, it is a must read.’ — Takashi Inoguchi, Professor Emeritus of the University of Tokyo and President of University of Niigata Prefecture'Happiness and Wellbeing: The Singaporean Experience provides a detailed understanding of Singaporeans tracked over time with three waves of quantitative research done in 1996, 2001 and 2011. At a time when there is a lot of discussion around what defines a Singaporean, marketers and policy makers should find the in-depth discussion on Singaporean values and the changes over time very interesting. I read the book with a regional perspective in mind as well as I believe that Singapore is not too far away from a position that other major markets in the south east Asian region may eventually morph into (at least for some categories)’ — Samy Mardolker, Managing Director of ORC International‘The authors are to be commended for this research: the book is a very useful addition to knowledge for anyone concerned with understanding and increasing the level of happiness and well-being in Singapore. The authors do not come to simple conclusions but recognize that happiness is a complex topic and connected to a whole range of issues which often point in contradictory directions. For sure this is a resource that is invaluable and will be constantly by the side of whoever wants a definitive opinion and data on what’s behind the smile or frown on the little red dot.’ — Philip Merry, CEO Global Leadership Academy and Author of "The Search for Singapore’s Happiest People"

• 1. Introduction, Context and Research Methodology 2. Subjective Wellbeing (I): Satisfaction with Life, Life Domains and Living in Singapore 3. Subjective Wellbeing (II): Happiness, Enjoyment, Achievement and Other Aspects 4. Personal Values and Spirituality 5. Value Orientations and Clustering of Singaporeans 6. National Identity, Rights and Politics 7. Determinants of Wellbeing and Role of the Government 8. Conclusion and Implications

Siok Kuan TAMBYAH is an Associate Professor of Marketing at the NUS Business School, National University of Singapore. Her research interests include consumption and identity, ethnicity, gender, luxury consumption, consumer culture, values and lifestyles, and cross-cultural consumer behavior. In addition to journal articles on consumer behavior, services marketing and quality of life, she has co-authored two books on values, lifestyles and wellbeing in Singapore.Soo Jiuan TAN is an associate professor at the Department of Marketing, NUS Business School. Her research interests are in the areas of international market entry strategies, consumer values and lifestyles, parallel importing, game theoretic applications in marketing, and new product management. She is also the co-author of four books: Seven Faces of Singaporeans, Competing for Markets: Growth Strategies for SMEs, Understanding Singaporeans: Values, Lifestyles, Aspirations and Consumption Behaviors, and The Wellbeing of Singaporeans.

‘The Singaporean academic duo of the same given name (Siok Kuan and Soo Jiuan happen to be the same in Chinese idiographs but different in pronounciation in non-Mandarin Chinese dialects) has done a superb portrait and analysis of Singaporeans. To those interested in the profound transition of Singaporean society from the time of Lee Kuan Yew to the time of Lee Hsien Loong, it is a must read.’ — Takashi Inoguchi, Professor Emeritus of the University of Tokyo and President of University of Niigata Prefecture'Happiness and Wellbeing: The Singaporean Experience provides a detailed understanding of Singaporeans tracked over time with three waves of quantitative research done in 1996, 2001 and 2011. At a time when there is a lot of discussion around what defines a Singaporean, marketers and policy makers should find the in-depth discussion on Singaporean values and the changes over time very interesting. I read the book with a regional perspective in mind as well as I believe that Singapore is not too far away from a position that other major markets in the south east Asian region may eventually morph into (at least for some categories)’ — Samy Mardolker, Managing Director of ORC International‘The authors are to be commended for this research: the book is a very useful addition to knowledge for anyone concerned with understanding and increasing the level of happiness and well-being in Singapore. The authors do not come to simple conclusions but recognize that happiness is a complex topic and connected to a whole range of issues which often point in contradictory directions. For sure this is a resource that is invaluable and will be constantly by the side of whoever wants a definitive opinion and data on what’s behind the smile or frown on the little red dot.’ — Philip Merry, CEO Global Leadership Academy and Author of "The Search for Singapore’s Happiest People"

• 1. Introduction, Context and Research Methodology 2. Subjective Wellbeing (I): Satisfaction with Life, Life Domains and Living in Singapore 3. Subjective Wellbeing (II): Happiness, Enjoyment, Achievement and Other Aspects 4. Personal Values and Spirituality 5. Value Orientations and Clustering of Singaporeans 6. National Identity, Rights and Politics 7. Determinants of Wellbeing and Role of the Government 8. Conclusion and Implications

Siok Kuan TAMBYAH is an Associate Professor of Marketing at the NUS Business School, National University of Singapore. Her research interests include consumption and identity, ethnicity, gender, luxury consumption, consumer culture, values and lifestyles, and cross-cultural consumer behavior. In addition to journal articles on consumer behavior, services marketing and quality of life, she has co-authored two books on values, lifestyles and wellbeing in Singapore.Soo Jiuan TAN is an associate professor at the Department of Marketing, NUS Business School. Her research interests are in the areas of international market entry strategies, consumer values and lifestyles, parallel importing, game theoretic applications in marketing, and new product management. She is also the co-author of four books: Seven Faces of Singaporeans, Competing for Markets: Growth Strategies for SMEs, Understanding Singaporeans: Values, Lifestyles, Aspirations and Consumption Behaviors, and The Wellbeing of Singaporeans.

‘The Singaporean academic duo of the same given name (Siok Kuan and Soo Jiuan happen to be the same in Chinese idiographs but different in pronounciation in non-Mandarin Chinese dialects) has done a superb portrait and analysis of Singaporeans. To those interested in the profound transition of Singaporean society from the time of Lee Kuan Yew to the time of Lee Hsien Loong, it is a must read.’ — Takashi Inoguchi, Professor Emeritus of the University of Tokyo and President of University of Niigata Prefecture'Happiness and Wellbeing: The Singaporean Experience provides a detailed understanding of Singaporeans tracked over time with three waves of quantitative research done in 1996, 2001 and 2011. At a time when there is a lot of discussion around what defines a Singaporean, marketers and policy makers should find the in-depth discussion on Singaporean values and the changes over time very interesting. I read the book with a regional perspective in mind as well as I believe that Singapore is not too far away from a position that other major markets in the south east Asian region may eventually morph into (at least for some categories)’ — Samy Mardolker, Managing Director of ORC International‘The authors are to be commended for this research: the book is a very useful addition to knowledge for anyone concerned with understanding and increasing the level of happiness and well-being in Singapore. The authors do not come to simple conclusions but recognize that happiness is a complex topic and connected to a whole range of issues which often point in contradictory directions. For sure this is a resource that is invaluable and will be constantly by the side of whoever wants a definitive opinion and data on what’s behind the smile or frown on the little red dot.’ — Philip Merry, CEO Global Leadership Academy and Author of "The Search for Singapore’s Happiest People"

• 1. Introduction, Context and Research Methodology 2. Subjective Wellbeing (I): Satisfaction with Life, Life Domains and Living in Singapore 3. Subjective Wellbeing (II): Happiness, Enjoyment, Achievement and Other Aspects 4. Personal Values and Spirituality 5. Value Orientations and Clustering of Singaporeans 6. National Identity, Rights and Politics 7. Determinants of Wellbeing and Role of the Government 8. Conclusion and Implications