Steven M. Burgess

Extending the Cross-Cultural Validity of the Theory of Basic Human Values with a Different Method of Measurement

Several studies demonstrate that Schwartz’s (1992) theory of human values is valid in cultures previously beyond its range. We measured the 10 value constructs in the theory with the Portrait Values Questionnaire (PVQ), a new and less abstract method. Analyses in representative samples in South Africa (n = 3,210) and Italy (n = 5,867) and in samples of 13- to 14-year-old Ugandan girls (n = 840) yielded structures of relations among values similar to the theoretical prototype. In an Israeli student sample (n = 200), the values exhibited convergent and discriminant validity when measured with the PVQ and with the standard value survey. Predicted relations of value priorities with a set of 10 background, personality, attitude, and behavioral variables in the four samples supported the construct validity of the values theory with an alternative method of measurement.

Culture-Level Dimensions of Social Axioms and Their Correlates across 41 Cultures

Leung and colleagues have revealed a five-dimensional structure of social axioms across individuals from five cultural groups. The present research was designed to reveal the culture level factor structure of social axioms and its correlates across 41 nations. An ecological factor analysis on the 60 items of the Social Axioms Survey extracted two factors: Dynamic Externality correlates with value measures tapping collectivism, hierarchy, and conservatism and with national indices indicative of lower social development. Societal Cynicism is less strongly and broadly correlated with previous values measures or other national indices and seems to define a novel cultural syndrome. Its national correlates suggest that it taps the cognitive component of a cultural constellation labeled maleficence, a cultural syndrome associated with a general mistrust of social systems and other people. Discussion focused on the meaning of these national level factors of beliefs and on their relationships with individual level factors of belief derived from the same data set.

Optimum stimulation level and exploratory consumer behavior in an emerging consumer market

Abstract More than 80% of the worlds consumers live in emerging consumer markets and transitional economies (ECMs). A fuller understanding of consumer behavior and further advancement of consumer research as an academic discipline require that the validity of theories and models of consumer behavior developed in a Western cultural context be examined in ECMs as well. In this paper, we examine the measurement invariance and nomological relations involving optimum stimulation level (OSL) in one of Africas most important ECMs—South Africa. Our research setting presents an especially stringent context for testing consumer behavior theories. Many respondents are challenged by severe economic and educational disadvantages, many have probably never had a job, and some are illiterate. Nevertheless, the results provide evidence on the cross-cultural generalizability of OSL and exploratory consumer behavior theory. We found a high degree of stability in the OSL structure across the three major cultural-ethnic groups in South Africa. Meaningful and theoretically predictable nomological relations are obtained with values, sociodemographics, and exploratory consumer behaviors. Moreover, we find systematic effects of gender, income, and level of education on exploratory consumer behaviors. Suggestions for future research on OSL and for consumer behavior research in general in ECMs are discussed.

Diagnosing mycobacterial lymphadenitis in children using fine needle aspiration biopsy: Cytomorphology, ZN staining and autofluorescence-making more of less

Although the incidence of TB has stabilized or declined in most world regions, it is increasing in Africa, Southeast Asia, and the Eastern Mediterranean, fuelled by the HIV pandemic. More than 4,000 people died daily from TB‐related illnesses in 2005. TB is a major cause of childhood morbidity and mortality in these developing countries, and there is an urgent need for rapid and definitive modalities for mycobacterial diagnosis in children. This prospective study in Tygerberg Hospital, Cape Town, South Africa, evaluates the ability of fine needle aspiration biopsy (FNAB) to diagnose mycobacterial lymphadenitis in children, using cytomorphology, autofluorescence on Papanicolaou stained smears, Ziehl‐Nielsen (ZN) staining and/or culture. FNABs were performed on 200 children, and 25 (12.5%) aspirates were inadequate. Cultures were positive in 79/175 (45%); Mycobacterium tuberculosis was identified in 61 and Mycobacterium bovis BCG in 18 cases. Using culture as the gold standard, the concordance of the different techniques was as follows: cytomorphology 70%, ZN staining 73%, and autofluorescence 68%. Using an alternative gold standard (culture positive and/or suggestive cytomorphology plus positive autofluorescence or ZN smear), the “true” diagnostic performance of the various techniques was as follows: cytomorphology—sensitivity 78%, specificity 91%, positive predictive value (PPV) 93%, ZN staining ‐ sensitivity 62%%, specificity 97%, PPV 97%; autofluorescence—sensitivity 67%, specificity 97%, PPV 97%; and culture—sensitivity 75%, specificity 100%, and PPV 100%. FNAB was shown to provide a rapid and definitive diagnosis in the majority of cases of suspected tuberculous lymphadenitis in children, based on cytomorphology and identification of the organism. Diagn. Cytopathol. 2008;36:245–251.

Developing and Evaluating the Social Axioms Survey in Eleven Countries: Its Relationship With the Five-Factor Model of Personality

Based on a deductive, culturally decentered approach, new items were generated to improve the reliability of the original Social Axioms Survey, which measures individuals’ general beliefs about the world. In Study 1, results from 11 countries support the original five-factor structure and achieve higher reliability for the axiom dimensions as measured by the new scale. Moreover, moderate but meaningful associations between axiom and Big-Five personality dimensions were found. Temporal change of social axioms at the culture level was examined and found to be moderate. In Study 2, additional new items were generated for social complexity and fate control, then assessed in Hong Kong and the United States. Reliability was further improved for both dimensions. Additionally, two subfactors of fate control were identified: fate determinism and fate alterability. Fate determinism, but not fate alterability, related positively to neuroticism. Other relationships between axiom and personality dimensions were similar to those reported in Study 1. The short forms of the axiom dimensions were generally reliable and correlated highly with the long forms. This research thus provides a stronger foundation for applying the construct of social axioms around the world.

The Importance and Motivational Content of Money Attitudes: South Africans with Living Standards Similar to Those in Industrialised Western Countries

Long neglected in psychological research, money attitudes influence consumer decisionmaking and information processing, and may be active whenever consumers contemplate money situations or exchange relations. This study focused on the money attitudes of 221 urban South Africans whose standards of living are similar to those in industrialised Western countries. A recently developed pan-cultural theory on human values is used to gain insights into the fundamental motivations of money attitudes. The results suggest that money attitudes and value priorities have predictable and theoretically meaningful relations and provide evidence supporting the nomological validity of the revised Money Attitude Scale (MAS). Confirmatory analyses support the five-factor structure of the MAS scale and the hypothesised structure of the Portrait Values Questionnaire. Five new money attitudes are proposed for future research to broaden the scope of the MAS and refine its measurement.

Do Values Share Universal Content and Structure? A South African Test

Schwartz recently proposed a new theory concerning the universal content and structure of values, a new value survey for measuring them and reported empirical support from 35 countries for many elements of the theory. In this article the validity of the theory is examined in two studies of diverse groups not previously tested using multiple value measurement instruments. In Study 1, 1364 subjects from the four major racial groupings completed the Rokeach Value Survey, a widely used values scale applicable to the theory, as part of a doctoral research project not previously analysed in this way. Study 2 subjects completed the new Schwartz Value Survey as part of a study of consumption patterns, media use, and leisure preferences of skilled labour, administrative and managerial staff commissioned by the Midrand Town Council. The results of both studies are consistent with the new theory and suggest important implications regarding value meaning in South Africa. The authors close by suggesting directions for future southern African values research.

Within-country diversity: is it the key to South Africa’s prosperity in a changing world?

Adapted from Dr Burgess’s inaugural lecture1 as Professor of Business Administration in Marketing. The twin themes are the importance for marketing of correctly understanding consumers and their differences, and the need for businesses to take emerging consumer markets (ECMs) more seriously than they often do, drawing on examples from South Africa. The conclusions have application in most parts of the world, in particular the idea that consumer segmentation should be based on social and economic identity, rather than on conventional stereotypes based on race or tribal nationality.

The cytomorphology of papillary serous carcinoma of the endometrium in cervical smears

An investigation into the determination of cytomorphologic criteria that may distinguish papillary serous carcinoma of the endometrium (PSC) from typical endometrioid carcinoma (TEC) in cervical smears was undertaken. Preoperative identification of this poor prognostic variant of endometrial carcinoma may influence the surgical management of these cases and the choice of adjuvant therapy.

Value Priorities and Consumer Behavior in a Transitional Economy

Little consumer research has been conducted in transitional economies, and even less with broadly representative groups of consumers. That is unfortunate from a practical point of view. Significant commercial opportunities are emerging as transitional economies increasingly move from a product(ion)-orientation to a market-orientation in which consumer desires become paramount and as economic systems that were geared toward fulfilling the needs of the state and of a privileged minority of its population embrace the needs of a wider population. Clearly, although many transitional economies have a long way to go, the economic importance of these countries is growing rapidly.