ABSTRACTThis article presents a theoretical model that reveals how consumers’ long‐term subjective well‐being (SWB) influences their spending on hedonic products. Using the longitudinal data from a large national panel survey, the study found that consumers’SWBinfluences spending on hedonic products via the mediating effects of their positive interpretation of life circumstances and broadened set of activities resulting from positive emotions. The results are explained using cognitive tuning theory and broaden‐and‐build theory and have implications for hedonic products providers in terms of who their target audience is and how demand for their products is generated.