Abstract
Individualism leading to more consumerism seems to be a bit of truism nowadays in the media. The USA is particularly indicted for being too individualistic and consumerist. Past research has mostly indicated a positive relationship between the two. However, past research has not suggested a negative association between individualism and consumerism. This paper offers support for such a negative relationship by showing that an individual’s ethical values can temper the consumerist nature of individualists. Data were collected in the USA and Taiwan. Structural equation models demonstrate that our hypothesized model fits our data well. A key result over the global sample is the stability of the linear path from individualism to work ethic to consumer ethic to consumerism. The two-nation comparison also supports differences in how Taiwanese and Americans differ in their belief that consumption benefits society.
Similar content being viewed by others
References
AACSB Newsline: 1997, ‘How do International Students Assess the Quality of Their MBA Program? Are Women more Satisfied with MBA Programs than Men?’, https://www.aacsb.edu/Publications/printnewsline/NL1997/fawomenmba_1.asp. Accessed 2 Aug 2009.
Abela, Andrew V. (2006) Marketing and Consumerism: A Response to O’Shaughnessy and O’Shaughnessy. European Journal of Marketing, 40(½): 5-16.
Ali, Abbas (1988). “Scaling an Islamic Work Ethic,” The Journal of Social Psychology, Vol. 128, Issue 5, pp. 575-583.
Ali, Abbas (2006). Survey of Management and Organization. American Society for Competitiveness: Indiana, Pennsylvania.
Ali, Abbas, Falcone, Thomas and Azim, Ahmed A. (1995). “Work Ethic in the USA and Canada,” Journal of Management Development, Vol. 14, No. 6, pp. 26-34.
Al-Khatib, Jamal A., Vitell, Scott J., and Rawwas, Mohammed Y. A. (1997). “Consumer Ethics: A Cross-Cultural Investigation,” European Journal of Marketing 31(11/12): 750-767.
Angelidis, John, and Ibrahim, Nabil (2004). “An Exploratory Study of the Impact of Degree of Religiousness upon an Individual’s Corporate Social Responsiveness Orientation,” Journal of Business Ethics, Vol. 51, Issue 2, pp. 119-128.
Babin, Barry J., Boles, James S., and Robin Donald P. (2000). “Representing the Perceived Ethical Work Climate among Marketing Employees,” Journal of the Academy of Marketing Science, 28(3): 345-358.
Barbash, J. (1983). “Which Work Ethic?” in Barbash, J., Lampman, S. Levitan, G. Tyler (Eds), the Work Ethic, Industrial Relations Research Association, Madison, WI, pp. 231-261.
Beder, Sharon (2000). Selling the Work Ethic: from Puritan Pulpit to Corporate PR, Carlton North, Scribe Publications.
Braunstein, A. W.: 2006, ‘MBA Academic Performance and Type of Undergraduate Degree Possessed’, College Student Journal 40(3), 118–131.
Cavanagh, G.R. (1998). American Business Values with International perspectives, Prentice-Hall.
Central Intelligence Agency: 2009a, ‘The World Factbook: Taiwan’, https://www.cia.gov/library/publications/the-world-factbook/geos/tw.html. Accessed 30 July 2009. Retrieved 31 July 2009
Central Intelligence Agency: 2009b, ‘The World Factbook: USA’, https://www.cia.gov/library/publications/the-world-factbook/geos/us.html. Accessed 30 July 2009. Retrieved 31 July 2009
Chan, Tsang-Sing and Cui, Geng (2004). “Consumer Attitudes Toward Marketing in a Transitional Economy: A Replication and Extension,” Journal of Consumer Marketing, Vol. 21, No. 1, pp. 10-26.
Cherrington, D. (1980). The Work Ethic. New York: AMACOM.
Clarke, Thomas (2008). “The Business Schools: 50 Years on,” Education + Training, Vol. 50, Issue 1, pp. 52-54.
De Onzono, Santiago Iniguez and Carmona, Salvador (2007). “The Changing Business Model of B-Schools,” Journal of Management Development, Vol. 26, Issue 1, pp. 22–32.
Deloitte and Touche: 2007, ‘Leadership Counts’. Deloitte and Touch USA 2007 Ethics and Workplace Survey Results. Accessed online at http://www.deloitte.com/dtt/cda/doc/content/us_ethics_workplace2007a.pdf
Dyck, Bruno and Schroeder, David (2005). “Management, Theology, and Moral Points of View: Towards an Alternative to the Conventional Materialist-Individualist Ideal-Type of Management,” Journal of Management Studies, Vol. 42, Issue 4, pp. 705-735.
Eastman, Kevin L., Eastman, Jacqueline K., Eastman, Alan D. (1996). “The Ethics of Insurance Professionals: Comparison of Personal and Professional Ethics,” Journal of Business Ethics, Vol. 15, Issue 9, pp. 951-962.
Economist Intelligence Unit: 2009a, ‘Factsheet: Taiwan’, http://www.economist.com/countries/Taiwan/profile.cfm?folder=Profile-FactSheet. Accessed 6 May 2009. Retrieved 31 July 2009
Economist Intelligence Unit: 2009b, ‘Factsheet: USA’, http://www.economist.com/countries/USA/profile.cfm?folder=Profile-FactSheet. Accessed 17 Apr 2009. Retrieved 31 July 2009
Ferrell, O. C. and Gresham, Larry G. (1985). “A Contingency Framework for Understanding Ethical Decision Making in Marketing,” Journal of Marketing, Vol. 449, Issue 3, pp.87-96.
Fish, L. A. and F. S. Wilson: 2009, ‘Predicting Performance of MBA Students: Comparing the Part-Time MBA Program and the One-Year Program’, College Student Journal 43(1), 145–160
Fournier, Susan (1998). “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, Vol. 24, Issue 4, pp. 343-373.
Ghorpade, Jai, Lackritz, Jim, and Singh, Gangaram (2006). “Correlates of the Protestant Ethic of Hard Work: Results from a Diverse Ethno-religious Sample,” Journal of Applied Social Psychology, Vol. 36, Issue 10, pp. 2449-2473.
Glanzer, Perry L. and Ream, Todd C. (2007). “Has Teacher Education missed out on the “Ethics Boom”? A Comparative Study of Ethics Requirements and Courses in Professional Majors of Christian Colleges and Universities,” Christian Higher Education, Vol. 6, Issue 4, pp. 271-288.
Fang Gu, Flora, Hung, Kineta, Tse, David K. (2005). “Determinants for Consumption Materialism among Late Adolescents in China,” Advances in Consumer Research, Vol. 32, 649-650.
Hair, Joseph H., Black, William C., Babin, Barry J., and Anderson, Rolph E. (2010). Multivariate Data Analysis, 7 th Edition, Prentice Hall: Upper Saddle River, NJ.
Himes, Kenneth R. (2007). “Consumerism and Christian Ethics,” Theological Studies, Vol. 68, Issue 1, pp. 132-153.
Ho, C.: 2001, ‘The Work Ethic: They Sell It, But Do We Buy It?’, Australian Review, July 27
Hofstede, Geert (1983). “National Cultures in Four Dimensions: A Research-based Theory of Cultural Differences among Nations,” International Studies of Management and Organization, Vol. XIII, Issue 1-2, pp 46-74.
Izraeli, Dove (1988). “Ethical Beliefs and Behavior Among Managers: A Cross-Cultural Perspective,” Journal of Business Ethics, Vol. 7, pp 263-271.
Jussim, Lee, Coleman, Lerita M., and Lerch, Lauren (1987). “The Nature of Stereotypes: A Comparison and Integration of Three Theories,” Journal of Personality and Social Psychology, Vol. 52, Issue 3, 536-546.
Kline, Rex B. (2004). Principles and Practice of Structural Equation Modeling, 2 nd Edition, The Guilford Press: New York, NY.
Kraar, L.: 1991, ‘Asia 2000’, Fortune October, 111–113
Kramer, Juli B. (2006). “Ethical Analysis and Recommended Action in Response to the Dangers Associated with Youth Consumerism,” Ethics & Behavior, Vol. 16, Issue 4, pp. 291-303.
Lerman, Dawn and Maxwell, Sarah (2006). “Joining a Consumer Society: Russian Immigrant versus American Materialism,” Journal of Consumer Behavior, Vol. 5, Issue 6, pp.479-490.
Malhotra, Naresh K. (2010). Marketing Research: An Applied Orientation, 6 th Edition, Prentice Hall: Upper Saddle River, NJ.
McHoskey, John H. (1994). “Factor structure of the Protestant Work Ethic Scale,” Personality and Individual Differences, Vol. 17, Issue 1, pp. 49-52.
Micken, Kathleen S. (1995). “A New Appraisal of the Belk Materialism Scale,” Advances in Consumer Research, Vol. 22, pp. 398-405.
Mirels, Herbert L. and Garrett, James B. (1971). “The Protestant Ethic as a Personality Variable,” Journal of Consulting and Clinical Psychology, Vol. 36, Issue 1, pp. 40-44.
Mitchell, V. W. and J. K. L. Chan: 2002, ‘Investigating UK Consumers’ Unethical Attitudes and Behaviours’, Journal of Marketing Management 18(1/2), 5–26.
Muncy, James A. and Eastman Jacqueline K. (1998). “Materialism and Consumer Ethics: An Exploratory Study,” Journal of Business Ethics, Vol. 17, Issue 2, pp. 137-145.
Muncy, James A. and Vitell, Scott J. (1992). “Consumer Ethics: An Investigation of the Ethical Beliefs of the Final Consumer,” Journal of Business Research, Vol. 24, pp. 297-311.
Myers, M. Scott and Myers, Susan S. (1974). “Toward Understanding the Changing Work Ethic,” California Management Review, Vol. XVI, No. 3, pp. 7-19.
Myyry, Liisa and Helkama, Klaus (2001). “University Students’ Value Priorities and Emotional Empathy,” Educational Psychology, Vol. 21, Issue 1, pp. 25-40.
Nelson, Paul A. and Monson, Terry D. (2008). “GMAT Score of Undergraduate Economics Majors,” Journal of Economic Education, Vol. 39, Issue 2, pp. 269-272.
Obama, B. H.: 2009, ‘Text of President Barack Obama’s Inaugural Address’, Washington, DC, Yahoo News Website: http://news.yahoo.com/s/ap/20090120/ap_on_go_pr_wh/inauguration_obama_text. Accessed 20 Jan 2009. Transcript retrieved 2 February 2009
O’Shaughnessy, John and O’Shaughnessy, Nicholas (2002). “Marketing, the Consumer Society and Hedonism,” European Journal of Marketing, Vol. 36, No. 5/6, pp. 524-547.
Peppas, Spero (2002). “Attitudes Toward Business Ethics: Where East Doesn’t Meet West,” Cross Cultural Management: an international journal, Vol. 9, Issue 4, pp. 42-56.
Pesek, James G., Raehsler, Rod D., and Balough, Robert S. (2006). “Future Professionals and Managers: Their Attitudes toward Unions, Organizational Beliefs, and Work Ethic,” Journal of Applied Social Psychology, Vol. 36, Issue 6, pp. 1569-1594.
Schlenker, Barry R. (2008). “Integrity and Character: Implications of Principled and Expedient Ethical Ideologies,” Journal of Social and Clinical Psychology, Vol. 27, Issue 10, pp. 1078-1125.
Schor, Juliet (1991). The Overworked American: The Unexpected Decline Of Leisure. Basic Books: New York, NY.
Schudson, M. (1984). Advertising, the Uneasy Persuasion, Basic Books: New York, NY.
Steenhaut, Sarah and van Kenhove, Patrick (2006). “An Empirical Investigation of the Relationships Among a Consumer’s Personal Values, Ethical Ideology, and Ethical Beliefs,” Journal of Business Ethics, Vol. 64, Issue 2, pp. 137-155.
Svensson, Goran and Wood, Greg (2004). “Corporate ethics and trust in intra-corporate relationships: an in-depth and longitudinal case description,” Employee Relations, Vol. 26, No. 3, pp. 320-336.
Townsend, Patrick L. and Gebhardt, Joan E. (1997). “Ethics and corporate values - lessons from the US military,” Managing Service Quality; Vol. 7, Issue 5, pp.258-261.
Transparency International’s Corruption Perceptions Index: 2008, Table retrieved from http://www.transparency.org/news_room/in_focus/2008/cpi2008/cpi_2008_table.
Triandis, Harry C., Bontempo, Robert, Villareal, Marcelo J., Asai, Masaaki, and Lucca, Nydia (1988). Individualism and Collectivism: Cross-Cultural Perspectives on Self-Ingroup Relationships, Journal of Personality and Social Psychology, Vol. 54, Issue 2, pp. 323-338.
Weber, M. (1958). The Protestant Ethic and the Spirit of Capitalism. New York: Charles Scribner’s Sons.
Wimbush, James C. and Shepard, Jon M. (1994). Toward an Understanding of Ethical Climate: Its relationship to Ethical Behavior and Supervisory Influence,” Journal of Business Ethics, Vol. 13, Issue 8, pp. 637-647.
World Bank: 2005, ‘Genuine Savings Estimates by Country’, http://news.mongabay.com/2005/0918-world_bank_savings.html. Accessed on 31 July 2009
Zhang, Y., Straub, C., Kusyk, S. (2007). Making a Life or Making a Living. Cross Cultural Management: An International Journal, Vol. 14, Issue 3, pp. 174-195.
Zuboff, S. (1983), “The Work Ethic and Work Organization”, in Barbash, J., Lampman, R., Levitan, S., Tyler, G. (Eds), The Work Ethic, Industrial Relations Research Association, Madison, WI, pp.153-81.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Lee, M., Pant, A. & Ali, A. Does the Individualist Consume More? The Interplay of Ethics and Beliefs that Governs Consumerism Across Cultures. J Bus Ethics 93, 567–581 (2010). https://doi.org/10.1007/s10551-009-0240-8
Published:
Issue Date:
DOI: https://doi.org/10.1007/s10551-009-0240-8