This paper is intended as an investigation of Japanese and Korean college students' consumer values and as a cross-cultural comparison among them. In this study, the following results were obtained. First, the levels of the sub-dimensions of consumer values are different among college students in Nagasaki (Japan), Seoul and Ulsan (Korea). The college students in Nagasaki showed a relatively high level of hedonism, and a relatively low level of materialism. Their levels of the values of humanitism, familism, and futurism are located between those of their counterparts in Seoul and Ulsan. Students in Seoul showed relatively high levels in the sub-dimensions of materialism and futurism, and relatively low levels in those of humanitism, adaptionism, egalitarianism, hedonism, and familism. Students in Ulsan showed relatively high levels in the sub-dimensions of humanitism, authoritism, and familism. Their levels of humanitism, familism, and futurism rest between the results of Seoul and Nagasaki. The differences of consumer value are found among the college students of three areas, and the important point to notice is that there is no significant difference of consumer value between the two countries. Furthermore, four types of consumer values are identified : <Type 1>; “Satisfied-in-Present, ” <Type 2>; “Pursuing-Power-Oriented-Value, ” <Type 3>; “Pursuing-Current-Satisfaction, ” and <Type 4>; “Pur-suing-Future.” It was found that college students in Nagasaki, Seoul, and Ulsan were classified into different types. The college students in Nagasaki were classified in <Type 3>, Ulsan in <Type 2>, and Seoul in <Type 1>.
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