The Use of Social Psychological and Applied Value Research for the Measurement of Cultural Differences Among Consumers

The paper presents a two-dimensional value system centred around modern traditional and individual versus socially orientation.
  

The Use of Social Psychological and Applied Value Research for the Measurement of Cultural Differences Among Consumers

Camilla P. ChristiansenandFlemming HansenCopenhagen Business School

Value research in social psychology

The number of definitions and conceptualisations of values are legion. The smallest common denominator would be to interpret values as those patterns by which individuals orientate themselves in and adapt to their environment. These patterns were described by Tolman (1951) as basic conceptions about life which underlie an individual's behaviour. Values are both selfcentred and socialcentred in the sense that they are at the crossroads between the...

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