Measuring cross-cultural values : a qualitative approach

Whereas theory posits that values influence consumer behavior, empirical research fails to establish a strong link between values and consumer behavior, particularly in cross-cultural contexts. We suggest that the major reasons for the apparent failure of predictive validity of cross-cultural values lie in the measurement issues concerning cross-cultural values. In this paper, we use the Chineseness values study as an example to review the values measurement issues and suggest a qualitative approach within a parallel emic framework for the study of cross-cultural values. It is expected that the new qualitative approach will contribute to better understanding, explanation, and prediction of the causal relationship between values and consumer behavior in different cultural contexts.