Generational value differences of baby boomers in Thailand

Researchers are expanding our knowledge of cultural value systems by exploring the diverse values that are held by different generations in various countries. The majority of these studies have focused on Western countries with little attention being given to cross cultural differences. This point is particularly true of Asian countries such as Thailand. To fill this research gap, this study explores the generational value differences of baby boomers in Thailand using the Rokeach Value Survey (RVS). The initial comparison is with the United States, which is the most studied country, and then concludes with observations on how Thailand’s generational cultures contrast to the findings of similar studies throughout the world using the same RVS instrument.