Abstract
I begin with a brief overview of the session. Subsequently, I discuss each of the papers in tum, paying special attention to potential ideas for future research. The title of the session captures the common theme quite accurately. Each of the papers investigates one or more values within the context of a specific culture. Wolburg investigates the manner by which time, an important cultural value, is depicted in American television advertisements. Jooste and Price identify five values that are used by South African consumers in deciding which shopping center to visit.
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Saad, G. (2015). An Exploration of Values in Various Cultural Contexts: Discussion Leader Comments. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_86
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