Abstract

The paper aims to investigate the associations among self-efficacy, happiness, individual values and attractiveness promoting behavior. The impact of self-efficacy and happiness on individual values and attractiveness promoting behavior is analyzed through the partial least squared structural equation modeling (PLS-SEM). The findings provide important implications that both self-efficacy and happiness are important in one’s life but they play different and independent roles. The results found that individual values and attractiveness promoting behavior are independent and they have no significant association with each other. In essence, there is no one perfect solution for all quests. In order for an individual to attain higher level of individual values, psychological and mental factor like happiness should be paid much more attention than perceived ability like self-efficacy. However, self-efficacy is the key factor for an individual to engage oneself in behavior that promote his/her attractiveness. 

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