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Comparison of Slovak and Arabic culture I. Life values

Author

Listed:
  • Silvia Hanková

    (University of Economics in Bratislava, Bratislava, Slovak Republic)

  • Dana Vokounová

    (University of Economics in Bratislava, Bratislava, Slovak Republic)

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.

Suggested Citation

  • Silvia Hanková & Dana Vokounová, 2017. "Comparison of Slovak and Arabic culture I. Life values," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 12(4), pages 33-41.
    • Handle: RePEc:cub:journm:v:12:y:2017:i:4:p:33-41
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    More about this item

    Keywords

    values; values list; Schwartz´s value system; culture; Slovaks; Arabs;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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