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Demonstrates changes in conservatism in a cross‐cultural and over time perspective. Using a micro‐model, attempts to explain the interdependency of materialism, religion, authority and family in establishing convention. Presents the findings of a questionnaire of undergraduates in North Carolina looking at the identities that reflect the suggested changes. Combines the analysis of a time series established over 20 years in the US with a cross sectional analysis of Germany to test a model of conservatism.

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