Abstract

This article replicates a U.S. study of marketing norms in an international setting. The dimensionality and reliability of the scales are tested in the U.S., Singapore and South Africa. Support is found for the use of the scales, as modified. The norms of the current respondents are compared with those of the original U.S. respondents and each other. Differences between the three countries are found with respect to general honesty and integrity norms, but not for specific marketing-related norms. Differences between the original study results and the current findings are assessed in terms of methodological and substantive factors.