The Globalization of Values A Comparison of the United States and the Kingdom of Jordan

Globalization is creating similar environments for younger consumers around the world. With younger individuals being socialized in more similar environments than their parents, the former should have more comparable values than the latter. The goal of the current study was to empirically test this argument. Based on data gathered from 120 subjects across two countries, the results support growing similarities in values between younger consumers in comparison to older consumers. These results suggest that marketers might be able to adopt standardized marketing practices with younger individuals, whereas standardization might not have been an option with their parents.