Business Commons^™

Cultural Values And Important Possessions: A Cross-Cultural Analysis, John Watson, Steven Lysonski, Tamara Gillan, Leslie Raymore

Marketing Faculty Research and Publications

The logic behind globalized advertising appeals is based on the premise that cultural value systems are converging. Yet, there is no clear agreement regarding the superiority of standardized campaigns vs. localized ones. One reason for this lack of agreement deals with the extent to which various cultures share similar values. The goal of this study is to apply a relatively new framework dealing with value differences developed by Schwartz [Adv. Exp. Soc. Psychol. 25 (1992) 1.] to New Zealand and the USA by looking at the connection between these values and possessions. The hypotheses received mix support. The results confirm …