The twentieth century is notable for the widespread growth of market-driven economies which have been associated with dramatic shifts in values both within and across cultures. The present study (N=101) aimed to assess the relationship between a measure of Fromm's (1955) marketing
character (the SCOI) and Rokeach values. The hypothesis that the Rokeach value ‘Equality’ would be ranked low when considered in terms of scores on the SCOI was supported, suggesting that social comparisons made in the consumer domain are made with the aim of determining relative
success or failure rather than equality.