Fromm's marketing character and Rokeach values

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.