Fromm's marketing character and Rokeach values

The twentieth century is notable for the widespread growth of market-driven economies which have been associated with dramatic shifts in values both w ithin and across cultures. The present study (N = 101) aimed to assess the relationship between a measure of Fromm's (1955) marketing character (the S COI) and Rokeach values. The hypothesis that the Rokeach value 'Equality' w ould be ranked low when considered in terms of scores on the SCOI was suppo rted, suggesting that social comparisons made in the consumer domain are ma de with the aim of determining relative success or failure rather than equa lity.