Fromm's marketing character and Rokeach values

Shaun Saunders1
1University of Newcastle, Australia
Cite this article:  Saunders, S. (2001). Fromm's marketing character and Rokeach values. Social Behavior and Personality: An international journal, 29(2), 191-196.

Volume 29 Issue 2 | e1077 | Published: March 2001 | DOI: https://doi.org/10.2224/sbp.2001.29.2.191

Abstract
Full Text
References
Tables and Figures
Acknowledgements
Author Contact

In the present study, the relationship between a measure of Fromm’s (1955) marketing character (the Saunders Consumer Orientation Index, or SCOI) and Rokeach values was investigated. The Rokeach value ‘equality’ was ranked low when considered in terms of scores on the SCOI, suggesting that social comparisons made in the consumer domain are made with the aim of deter-mining relative success or failure rather than equality.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.