Abstract
Much has been written on the relationship between personal values and ethics. The present study assesses the appropriateness of administering personal selling measures to student subjects outside the country/culture where the measures were developed. Using a cross-national sample of marketing students from the USA, Canada, Netherlands, and Australia, the authors examine the psychometric properties and relationships of two measures: the Personal Selling Ethics Scale (PSE) and List of Values (LOV). Results for the U.S. and Canadian samples indicate that relationship-oriented students are less tolerant of questionable sales behaviors than achievement-oriented students. These relationships, however, do not hold for the Netherlands and Australian samples. Recommendations for personal selling education and research are presented.