Differences in findings may be at- tributed to the different cultural settings and periods in which these studies were conducted. For instance, from a cultural relativism1 point of view, which allows the co-existence of possibly conflicting social values (e.g. individualistic and Meridian) within a society (Powell and Boas, 1887), the communication of materialistic possessions or aspirations may not necessarily be promoted. Furthermore, such findings may reflect the current financial crisis that has significantly changed the financial status of the majority of Greek citizens.