Date of Award

Summer 1995

Document Type


Degree Name

Doctor of Philosophy (PhD)


Business Administration-Marketing

Committee Director

John B. Ford

Committee Member

Edward Markowski

Committee Member

Scott D. Roberts


The purpose of this dissertation is to explore the changes in the cultural values of individuals from one traditional society who have been exposed to socialization agents generated by a more modern, developed society. The country chosen for this study was Mexico. Mexico has recently experienced an increase in U.S. business, education, and media-based activities, partially as a result of NAFTA. It seems reasonable to expect that Mexicans may be shifting their individual values and perhaps modifying their consumption-related behavior as a consequence of this increase in cultural contact. Given that Mexico has individuals representing the very rich, the middle-class, and the very poor, it was felt that individuals and households from different socioeconomic levels would be exposed to different levels of socialization forces from the United States and other developed cultures, and that a model could be designed and tested that would capture the dynamic causal relationships present between exposure to socialization forces, cultural values, and consumption-related behavior. Relevant hypotheses were generated, and various statistical methods were employed, including path analysis, to test the relationships from a sample of approximately 770 Mexicans from diverse socioeconomic backgrounds.



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