This paper examines the reliability and validity of Hofstede's cultural framework when applied at the individual level. Respondents were asked to classify each item, indicating which dimension it was intended to reflect. The items exhibited marginal face validity; on average, subjects "correctly" identified the items only 41.3% of the time. Subjects were also asked to respond to each item. The reliability of each dimension was low, and a coherent factor structure did not emerge. It is hoped that these findings will spur development of a robust and valid cultural instrument that can be used by marketing academicians and practitioners alike.

A multinational study of marketing professionals was conducted in the US, England, Spain and Turkey. Respondents from these countries were compared on various ethics‐related constructs such as idealism, relativism, moral intensity and corporate ethical values. Analyses of variance indicated that moral intensity had a signi ?cant impact on both ethical judgments and behavioral intentions. However, corporate ethical values, an idealistic ethical perspective and a relativistic ethical perspective only partially impacted ethical judgments and intentions. Country differences showed that the US was highest in terms of corporate ethical values while being the lowest in terms of relativism and signi?cantly lower than Spain and Turkey in terms of idealism. Turkey was the highest in terms of both idealism and relativism yet lowest in terms of corporate ethical values. Country differences in terms of moral intensity tended to be situation‐speci?c. One managerial implication, for ?rms in all four countries, is that a clear set of corporate policies concerning ethics can positively in?uence the behavioral intentions of employees. It is important that employees do not misinterpret the desires of top management where ethical issues are involved.

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parents, children, ethics, food advertising,

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