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The purpose of this paper is to explore changes in life goal importance and subjective well-being, and to uncover if life goal importance predicts subjective well-being of people in the northeast of Thailand.

The data of two surveys conducted in 2006 (n = 184) and 2016 (n = 184) were used. The samples were selected by using multiple sampling techniques and subsampled by age and gender. The data were analysed using descriptive statistics, independent t-test and multiple linear regression.

Paired sample t-test revealed that the change of individual parameters under extrinsic life goals are most evident, these parameters include owning a big house, free of debts, owning amenities, living in clean and pleasant environment, having fewer children, children obtaining formal education, good behaviour of children and good health. The authors also found that two parameters under relational life goal were found different (good family relationship, hosting community events and activities). Satisfaction with living conditions deteriorated while satisfaction with life improved. The model from 2005 confirms that life goal importance predicts subjective well-being, while the opposite with the 2016 model. The direction of prediction of extrinsic, intrinsic and relational life goal importance on subjective well-being between 2006 and 2016 models are in opposite direction.

The study extends the authors understanding of the link between the importance of life goals and subjective well-being, which was previously confined to the advancement towards life goals (goal achievement).