An Exploratory Cross-Cultural Analysis of the Values of Materialism

Abstract

Given the increasing importance of international business, marketers with an understanding of the values associated with materialism across cultures would operate with a significant competitive advantage. The current study explores the values affiliated with materialism held by 1,009 respondents in four countries: Australia, France, Mexico and the United States. Results of the analysis indicate differences in the internal and external values associated with high and low-materialist between countries. Implications for marketing strategy are suggested.

Key Words:

• Materialism
• values
• cross-cultural
• security
• marketing strategy