| Abstract: | Can a psychographic variable, i.e., a value perception of a product, be successfully compared across national boundaries? Using students in four countries, the authors tested for similarity in a two-stage process. Value perception was tested by comparing samples using only the owners of the products first, and then using only the nonowners. Similarities were found that bridge national borders. These similarities are evident where the respondents sampled are owners of the base products or have a high degree of market knowledge regarding these products. |
