Rural Community Satisfaction and Attachment in Mass Consumer Society1

Abstract Previous models of community satisfaction and attachment have not included personal economic attitudes and behaviors as independent variables. Their inclusion is theoretically justified when residents of communities are viewed as consumers in a larger social/economic context first and residents of a particular community second. As locally‐oriented economic processes—once part of the community experience—were removed to nonlocal markets, local economic and demographic attributes became less important to rural residents' experience of community. In two rural communities with extreme scores on a service center viability index, satisfaction with employment and location of employment are important predictors.