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CONVERGING CULTURAL VALUES?A COMPARATIVE STUDY OF CHINESE AND US COLLEGE STUDENTSZhihong Gao, Rider UniversityCynthia M. Newman, Rider UniversityAbstractGiven the impact of globalization on local cultures, the current study surveys the cultural values of Chinese and American college students to investigate whether cultures are converging. The findings suggest homogenizing trends between the two groups on some dimensions, thus highlighting the need to approach culture as a historical construct. IntroductionCulture conditions individual behavior. For such a reason, cultural values have been a predominant focus of cross-cultural consumer research, and various theories and models have been developed to categorize world cultures (Hofstede, 1980; Triandis, 1994). Meanwhile, culture itself is historical and continuously evolves. This is especially true in the era of globalization, when local cultures are constantly exposed to and interact with a web of foreign ideas, values, and lifestyles (Featherstone, 1990). The question is, have such intense interactions led to convergence between peoples around the world in terms of cultural values? To explore such a question, the current study investigates the cultural values of Chinese and American college students. As part of Generation Y, today's college students - born in the 1980s and growing up with globalization in its full swing - are more global in their world view and eager to embrace multiculturalism in their

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