An exploratory look at Fromm's marketing character and individualism/collectivism

Shaun Saunders1, Don Munro1
1University of Newcastle, Australia
Cite this article:  Saunders, S., & Munro, D. (2001). An exploratory look at Fromm's marketing character and individualism/collectivism. Social Behavior and Personality: An international journal, 29(2), 153-158.

Volume 29 Issue 2 | e1070 | Published: March 2001 | DOI: https://doi.org/10.2224/sbp.2001.29.2.153

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Instruments designed to measure Fromm’s marketing character (SCOI; Saunders & Munro, 2000) and the vertical and horizontal dimensions of individualism and collectivism (Singelis, Triandis, Bhawuk, & Gelfand, 1995) were administered to 167 participants. The hypothesis that scores on the SCOI would be positively correlated with Vertical Individualism was supported. However, there was only partial support for the hypothesis that scores on the SCOI would be positively correlated with individualism, as the SCOI scores had the same relationship with collectivism; this was unexpected.

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