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The Construction and Validation of a Consumer Orientation Questionnaire (SCOI) Designed to Measure Fromm’s (1955) >Marketing Character< in Australia

  • Instruments designed to measure Fromm's marketing character (SCOI; Saunders & Munro, 2000) & the vertical & horizontal dimensions of Individualism & Collectivism (Singelis, Triandis, Bhawuk & Gelfand, 1995) were administered to 167 Ss. The hypothesis that scores on the SCOI would be positively correlated with Vertical Individualism was supported. However, there was only partial support for the hypothesis that scores on the SCOI would be positively correlated with Indi-vidualism, as the SCOIscores had the same relationship with collectivism – which was unexpected.

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Metadaten
Author:Don Munro, Shaun Saunders
Parent Title (English):Social Behavior and Personality, Vol. 28 (No. 3, 2000), pp. 219-240.
Document Type:Articles
Language:English
Year of first Publication:2000
Release Date:2014/01/28
Format:PDF-scan to download
IdNo:Munro_D_and_Saunders_S_2000
Writings about Erich Fromm (Secondary Literature):Articles / Artikel
Erich Fromm's Library and Erich Fromm Archive:Articles / Artikel
Licence (German):
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