Scandinavian Working Papers in Business Administration
Working Paper Series,
Lund University, Institute of Economic Research
No 2003/2: The Globalization of Values A Comparison of the United States and the Kingdom of Jordan
Stephanie M. Noble () and Charles D. Schewe ()
Additional contact information
Stephanie M. Noble: Marketing School of Business Administration, Postal: The University of Mississippi University, MS 38677 , Phone: 662-915-5461 Fax: 662-915-5821
Charles D. Schewe: Marketing Isenberg School, Postal: Marketing Isenberg School of Management University of Massachusetts-Amherst Amherst, MA 01003
Abstract: Globalization is creating similar environments for younger consumers around the world. With younger individuals being socialized in more similar environments than their parents, the former should have more comparable values than the latter. The goal of the current study was to empirically test this argument. Based on data gathered from 120 subjects across two countries, the results support growing similarities in values between younger consumers in comparison to older consumers. These results suggest that marketers might be able to adopt standardized marketing practices with younger individuals, whereas standardization might not have been an option with their parents.
Keywords: Globalization; Values; Value Similarities; Standardization; Customization; Decisions; Kingdom of Jordan
17 pages, June 17, 2004
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