Abstract
This paper addresses the importance of basic cultural values in Anglo-Americans, Mexican citizens, and residents of the United States-Mexico border. The findings indicate that different cultural backgrounds affect values, but that border residents express values which differ from both the United States and Mexican cultures. Implications for consumer behavior and marketing strategy are discussed.
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Popp, G.E., Platzer, W.B. (2015). Consumer Values on the Texas-Mexico Border. In: Malhotra, N. (eds) Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11101-8_1
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