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Published in:
2015 | OriginalPaper | Chapter
Consumer Values on the Texas-Mexico Border
Authors : Gary E. Popp, Willard B. Platzer
Published in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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This paper addresses the importance of basic cultural values in Anglo-Americans, Mexican citizens, and residents of the United States-Mexico border. The findings indicate that different cultural backgrounds affect values, but that border residents express values which differ from both the United States and Mexican cultures. Implications for consumer behavior and marketing strategy are discussed.