ABSTRACT
The central argument of this chapter is that values can provide a cross-cultural means of grouping consumers. The current problem, however, is in identifying the salient cross-cultural dimensions of values. The chapter examines current practices in international advertising and summarizes cross-cultural values research. It evaluates some major explanations of cultural values, beginning with the individualist and collectivist distinction. The objective of this discussion is to evaluate to what extent the individualist and collectivist distinction provides a meaningful framework for explaining differences in consumer behavior. The chapter attempts to identify consistent and important value dimensions, and to assess the implications of these dimensions for international advertising. Initially examines the current trends in advertising. Then describes the distinction between an individualist and a collectivist culture, and also summarizes the cross-cultural research of both social psychologists and consumer behaviorists. Finally, suggestions for future research are advanced.
