Abstract
Using the Schwartz (1992) list of (56) values and scales, this empirical study examined differences in personal value orientations among young Scandinavian females. The study used convenience samples and a group survey method to collect data on personal values from female university students in three major cities, namely, Oslo, Gothenburg and Copenhagen. The results revealed that value segmentation could be used to understand both differences and similarities across countries in the Scandinavian region, which presumably are considered homogeneous. Further, the authors suggest that important personal values can be used as promotional appeals. Finally, implications are drawn for cross-cultural marketing research and identification of promotional appeals.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call