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Japanese Values and Marketing Page 2

See Japanese Values and Marketing Page 1

Other typical Japanese values can be recognized in a model developed by the late Kazuaki Ushikubo, who studied people's wants in Japan and developed a model for structuring wants. This structure is based on 12 Japanese core values. From 1982 onward, he carried out an annual survey among 3,000 respondents, presenting them with 12 statements. Respondents received a number of stickers to distribute over the value statements to show their preference. This technique circumvents the problem of Asians not being able to think in opposites.

Ushikubo found four clusters of basic values, which he named "Change," "Participation," "Freedom," and "Stability" . "To keep friends is very important." This relates to the element "family and friends" in the participation cluster. "Friends" in this statement applies to the members of the in-group. It does not relate to the Western concept of friendship, but to "correct behavior versus the others in your group." Want to have stimulation, change in my life, diversion, new things." This is included in the change cluster. The freedom cluster, defining individuality (individuality, meism, and voluntary solitude) was indicated by only 10% of the respondents, which illustrates the different meaning of freedom in Japan: individuality, me-ism, thus escaping the (sometimes) stifling conformity of the group.

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