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J.  Chen, Gurel-Atay, E., Kahle, L. R., and Suh, W. Suk, ?Changes in Social Values in the United States \'96 1976-2017: Is a New Age of Tribalism Emerging??, in Association for Consumer Research, 2018.\par \par J.  Chen, Gurel-Atay, E., Xie, G. - X., and Kahle, L., ?Changes in Social Values in the United States, 1976-2007: 'Self-Respect' Is on the Upswing as 'Sense of Belonging' Becomes Less Important.?, Journal of Advertising Research, vol. 50, no. 1, pp. 57-67, 2010.\par \par }