Abstract

The purposes of this study were to identify traditional values in Korean economic behaviors. For this study, we selected classical novels, 'Heungboojeon', 'Heosaengjeon' and 'Yangbanjeon' that have been popular with Korean since the mid-late Chosun-era. The framework for the content analysis with these literatures consisted of i) material values, ii) human-relation values, and iii) material values in the human relations. i) and iii) among these values refered to economic values. More specifically, the material values constituted beliefs about relationship between mind and material, beliefs about poverty/wealth, and psychological meanings of money. Material values in the human relations dealt with relationships-individual vs. materials, family vs. materials, and social network vs. materials. The result of this study might contribute to understanding Korean economic behaviors in the present. Also it might have implications on the future reseach about economic values and marketing strategies.