The author provides a conceptual framework for understanding differences among prosocial, individualistic, and competitive orientations. Whereas traditional models conceptualize prosocial orientation in terms of enhancing joint outcomes, the author proposes an integrative model of social value orientation in which prosocial orientation is understood in terms of enhancing both joint outcomes and...

In much of his research on intergenerational value change, Inglehart uses a four-item index to calculate levels of postmaterial and material value orientations. Latter waves of the World Values Surveys administer a 12-item values index in which the original four-item index is embedded. In some of his research, Inglehart compares values estimated from stand-alone and embedded indices. Using a sp...

background: due to the intense competition that has dominated the world economy, providing additional services to customers and quality improvement are not considered as added value but as necessary and inevitable. therefore, higher education, and focusing on customers, particularly students, is the main pillar of progress and comprehensive development of each country. hence, the purpose of thi...

This study extends Web site customer orientation and salesperson customer orientation to C2C e-commerce marketing. According to customer orientation and customer value theory, the paper establishes the relationship model of consumer-to-consumer (C2C) Web site and seller customer orientation, customer value and behavioral intention. The researchers empirically examine the model employing structu...

Introduction Conclusions References