Comparison of Slovak and Arabic culture I. Life values

Silvia Hanková and Dana Vokounová ()
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Silvia Hanková: University of Economics in Bratislava, Bratislava, Slovak Republic
Dana Vokounová: University of Economics in Bratislava, Bratislava, Slovak Republic

Marketing Science & Inspirations, 2017, vol. 12, issue 4, 33-41

Abstract: Despite the fact that values are not visible and often not even open realised they are constantly influencing our opinions, attitudes as well as our behaviour and therefore their knowledge is important for marketing especially for communication. This paper, on basis of primary research done by the authors, shows the comparison of values of Slovak and Arabic respondents. Schwartz´s value system was used in this survey to measure ten values indirectly, not by naming values, but by using Portrait Value Questionnaire consisting of 23 short verbal portraits of different people. For each portrait respondents have to answer how much are they like this person. The results show that Slovaks and Arabs have different value list. The most important five values for Slovaks are benevolence, self-direction, harmony and security and for Arabs are security, achievement, conformity and tradition. The biggest difference in the ranking occurs in tradition and then in self-direction, harmony and conformity. The smallest difference was in hedonism.

Keywords: values; values list; Schwartz´s value system; culture; Slovaks; Arabs (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:12:y:2017:i:4:p:33-41

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