Global and Multi-National Advertising

By Basil G. Englis | Go to book overview

2
The Role of Cultural Value Orientations in Cross-Cultural Research and International Marketing and Advertising

John A. McCarty American University

Over the past several years there has been an increase in interest in the relationship of values to consumer behavior. In general, the focus of this interest has been on personal values (values that individuals hold that presumably affect their behavior). Research has shown relationships between values and purchases in particular product classes (e.g., Homer & Kahle, 1988; Howard, 1977; McQuarrie & Langmeyer, 1985), as well as factors affecting the choices for a variety of products and services (e.g., Pitts & Woodside, 1983, 1984; Vinson, Scott, & Lamont, 1977). Personal values have typically been measured by paper and pencil value inventories such as the Rokeach Value Survey or Kahle's LOV Scale (e.g., Kahle & Kennedy, 1988; Munson, 1984; Pitts & Woodside, 1983, 1984; Rokeach, 1973). Other approaches to the study of values and their relationships with behavior have been used, however, including qualitative techniques (e.g., Reynolds & Gutman, 1984).

It is important to note that this concern with personal values originated, to some extent, from an interest with cross-cultural issues (e.g., Munson & McIntyre, 1979). Personal values were considered to be an important arena with which to compare the consumption of individuals in different cultures. Although the early interest in values was fueled by cross-cultural concerns, research on values and consumer behavior has moved away from these cultural issues in recent years. Current investigations in this area have tended to focus on personal values and their relationship to consumer behavior; in general, these studies have dealt with this relationship within a single culture.

The purpose of the present chapter is quite simple, yet fundamental. It is

-23-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited page

Bookmark this page
Global and Multi-National Advertising
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this book
  • Bookmarks
  • Highlights & Notes
  • Citations
/ 266

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.