Erffmeyer 1999

An Empirical Investigation of Japanese Consumer Ethics

One of the gaps in the current international marketing literature is in the area of consumer ethics. Using a sample drawn from Japanese consumers, this study investigates these individuals' reported ethical ideology and their perception of a number of different ethical situations in the realm of consumer behavior. Comparisons are then made across several demographic characteristics. The results reveal differences which provide theoretical support for expanded research in the area of cross-cultural/cross-national consumer ethics and highlight the need for managers to consider possible differences in the ethical behavior of consumers when entering a new international market. In addition, this study extends current knowledge in international marketing ethics by utilizing a research design and survey instruments similar to previous studies on consumer ethics.

Excellent article - uses MVQ - EPQ- MACH IV for Japnaese consumers
brings in the new ideas of looking at the scales as independent variables(MACH IV, EPQ) and dependent variables (MVQ)
also uses a diagramatic scale with machiavellian - relativist - idealist

Mentions that Mach, relativism, idealism, are designed to reflect the consumers ideological mindset p40