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An Exploratory Cross-Cultural Analysis of the Values of Materialism

Abstract Given the increasing importance of international business, marketers with an understanding of the values associated with materialism across cultures would operate with a significant competitive advantage. The current study explores the values affiliated with materialism held by 1,009 respondents in four countries: Australia, France, Mexico and the United States. Results of the analysis indicate differences in the internal and external values associated with high and low-materialist between countries. Implications for marketing strategy are suggested.