Template-Type: ReDIF-Article 1.0
Author-Name: Silvia Hanková
Author-Name-First: Silvia
Author-Name-Last: Hanková
Author-Email: 
Author-Workplace-Name: University of Economics in Bratislava, Bratislava, Slovak Republic
Author-Name: Dana Vokounová
Author-Name-First: Dana
Author-Name-Last: Vokounová
Author-Email: dana.vokounova@euba.sk
Author-Workplace-Name: University of Economics in Bratislava, Bratislava, Slovak Republic
Title: Comparison of Slovak and Arabic culture I. Life values.
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.
Classification-JEL: M31
Keywords: values, values list, Schwartz´s value system, culture, Slovaks, Arabs
Journal: Marketing Science & Inspirations
Pages: 33-41
Volume: 12
Issue: 4
Year: 2017
File-URL: https://msijournal.com/porovnanie-slovenskej-arabskej-kultury-i/
Handle: RePEc:cub:journm:v:12:y:2017:i:4:p:33-41