The values of American and Japanese mothers: An application of LOV in the U.S. and Japan

Gregory M. Rose, Aviv Shoham

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


This study examines value differences in the U.S. and Japan among mothers of children between the ages of 3 and 8. Mothers provide information on current values, are instrumental in imparting future values to successive generations, and provide a matched sample of respondents in an important stage of the family lifecycle. American mothers generally identified self-respect and warm relationships with others as the most important value, while Japanese respondents selected fun and enjoyment in life and warm relationships with others. These findings are interpreted in the context of recent changes in Japanese society and previous research in the U.S. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-342-9678. E-mail address: <Website:>]

Original languageEnglish
Title of host publicationCross-National Consumer Psychographics
PublisherTaylor and Francis
Number of pages15
ISBN (Electronic)9781315865294
ISBN (Print)9780789009623
StatePublished - 24 Oct 2018
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2000 by The Haworth Press, Inc.


  • Cross-national consumer behavior
  • Japanese and american mothers
  • Value differences

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (all)
  • Business, Management and Accounting (all)


Dive into the research topics of 'The values of American and Japanese mothers: An application of LOV in the U.S. and Japan'. Together they form a unique fingerprint.

Cite this