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This chapter offers information about the formation of the peer personality of generations, with a specific focus on the global peer personality of Generation Z as found in the Global Gen Z Study. An explanation of the study's data collection procedures, including existing validated scales used within the survey, and data analysis methods, including the use of regionally disaggregated groups from the World Values Survey (World Values Survey Association, 2022), is discussed.

Culture is a central concept broadly studied in social anthropology and sociology. It has been gaining increasing attention in economics, appearing in research on labor market discrimination, identity, gender, and social preferences. Most experimental economics research on culture studies cross-national or cross-ethnic differences in economic behavior. In contrast, we explain laboratory behavior using two cultural dimensions adopted from a prominent general cultural framework in contemporary social anthropology: group commitment and grid control. Groupness measures the extent to which individual identity is incorporated into group or collective identity; gridness measures the extent to which social and political prescriptions intrinsically influence individual behavior. Grid-group characteristics are measured for each individual using selected items from the World Values Survey. We hypothesize that these attributes allow us to systematically predict behavior in a way that discriminates among multiple forms of social preferences using a simple, parsimonious deductive model. The theoretical predictions are further tested in the economics laboratory by applying them to the dictator, ultimatum, and trust games. We find that these predictions are confirmed overall for most experimental games, although the strength of empirical support varies across games. We conclude that grid-group cultural theory is a viable predictor of people’s economic behavior, then discuss potential limitations of the current approach and ways to improve it.

Consumption is a new central issue, globally, driven by more visible consumption concerns of citizens. For instance, entertainment and the environment rise as political issues, while workplace issues decline. To link individual choice with public and urban context, we outline a theory of consumption in specific propositions. They start with individual and personal influence characteristics in shopping and political decisions, then add socio/cultural characteristics. Three cultural types adapted from Elazar are Moralistic, Individualistic, and Traditional – which shift individual patterns. For instance moralistic persons favor more environmentally sensitive consumption, even boycotting cars, TV, and paper towels, backing green groups and parties. Such protest acts via personal consumption are ignored by many past theories. Individualists instead favor more conspicuous, status-oriented consumption, à la Veblen, or the modernism of Baudelaire and Benjamin. For traditionalists, consumption reinforces the past, via family antiques and homes, ritualized and less individualized. The three types help interpret differences in consumption politics by participants in different social movements, cities, and countries.

The aim of this chapter is to: (1) model culture as a configuration of multiple values, (2) identify different culture archetypes across the globe, and (3) empirically demonstrate heterogeneity in culture archetypes within and across 52 countries. We use Schwartz values from the World Values Survey (WVS) and the archetypal analysis (AA) method to identify diverse culture archetypes within and across countries. We find significant heterogeneity in culture values archetypes within countries and homogeneity across countries, calling into question the assumption of uniform national culture values in economics and other fields. We show how the heterogeneity in culture values across the globe can be represented with a small number of distinctive archetypes. The study could be extended to include a larger set of countries, and/or cover a broader range of theoretically grounded values than those available in the Schwartz values model in the WVS. Research and practice often assume cultural homogeneity within nations and cultural diversity across nations. Our finding of different culture archetypes within countries and similar archetypes across countries demonstrates the important role of culture sharing and exchange as a source of reducing cultural conflicts between nations and enhancing creativity and innovation through interaction and integration in novel ways. We examine culture as a configuration of multiple values, and use a novel AA method to capture heterogeneity in culture values within and across countries.

How should economists incorporate culture into their economic analysis? What empirical approaches to identifying, measuring, and analyzing the relationship between culture and economic action are most appropriate for economists? In particular, what can experimental economists learn from the methods of economic anthropologists, sociologists, and historians who study culture? We argue that while both quantitative and qualitative approaches can reveal interesting relationships between culture and economic actions/outcomes, especially in experimental research designs, qualitative methods help economists better understand people’s economic choices and the economic outcomes that emerge from those choices. This is because qualitative studies conceptualize culture as a pattern of meaning, take the relevant cultural data to be people’s thoughts and feelings, treat the market as a cultural phenomenon, and allow for novel explanations.

Often when we think about the need for democracy and democratic values we look externally to other countries like China, Russia, the former Soviet Union, and various banana republics. Today, the role of democracy is even challenged in the United States. Some candidates are even calling for more socialism.

But, are we even living up to democratic values today? About 98 million eligible voters did not vote in the 2016 election. Increasing number of surveys highlights the loss of democratic values. The continuous attacks by our president on free press and other democratic values, truth, and science are a fundamental threat to our most treasured values.

We believe that marketing, if practiced in an enlightened, positive, and ethical way, can help restore our democracy and democratic values. We elaborate on these values and how marketing can play a role in restoring democracy.

We hope that after reading our chapter you will join our movement to restore democracy and democratic values in America.