The two nations of Canada vs. the nine nations of North America: a cross-cultural analysis of consumers' personal values

Abstract

<p>Does the "Nine Nations of North America" scheme accurately reflect cross-subcultural differences among Canadians, or is the traditional French/English-Canada segmentation map more useful? This study of 1,205 urban Canadians living in three of the nine "nations"--Quebec, The Foundry, Ecotopia--measured their personal-value orientations in order to test the two segmentation schemes. The findings tentatively suggest that the French/English-Canada segmentation strategy is a better predictor of personal value differences than a three-nation approach. The growing interest in personal values f or cross-cultural analyses of consumer markets demands more research to refine the values measures.</p>