An exploratory look at Fromm's marketing character and individualism/collectivism

Instruments designed to measure Fromm’s marketing character (SCOI; Saunders & Munro, 2000) and the vertical and horizontal dimensions of individualism and collectivism (Singelis, Triandis, Bhawuk, & Gelfand, 1995) were administered to 167 participants. The hypothesis that scores on the SCOI would be positively correlated with Vertical Individualism was supported. However, there was only partial support for the hypothesis that scores on the SCOI would be positively correlated with individualism, as the SCOI scores had the same relationship with collectivism; this was unexpected.