This article aims to display the similarities of the consumerism culture. Using the Hofstede culture the paper demonstrates the results of the cultural mapping of several countries and provides an explanation for the most controversial results. Among the clusters the fifth and the sixth group represents collectivist and masculine societies – success oriented “we” culture and have high Power Distance indexes. At the same time, the scores on Uncertainty Avoidance dimension distinguish countries from these two clusters. Despite these results the content of their FFP’s are mostly homogenous, which means that the frequent flyer program policies do not contain classical culture-specific conditions. It also leads to the consequence that despite the classic cultural differences allow creating a functioning standardized business strategy, established in the consumerism cultural dimension, which is – considering the vast majority of characteristics – global.

Consumers are thought to be rational in their choices. But sometimes their choices comprise intransitivi-ties. Current paper presents a mathematically supported experimental study of consumers' intransitivepreferences concerning product attributes. We used a personalized experimental design developed on thebasis of Q methodology to maintain subjectivity. In our experimental study we are investigating intran-sitivity occurring in participants' preferences during selection between simple, medium complex, andcomplex products. By the Q method we gain the same number of less important (middle level) attributedimensions for all participants. The participants' task is to make pairwise comparisons of preferencebetween specific realizations of each product group. Since conjoint analysis is based on the measu-rement and testing of consumer preferences, reassessment of the phenomenon may have impact onmarketing research methodology. This research is to test an experimental design which-with someadjustment-could be able to measure revealed preferences in a more precise way.