A new study has decoded the psychological make-up of Asian consumers. They value the family, believe in hard work, and are financially conservative. They desire respect for the tremendous progress they have made, and yet shun flashy expressions of wealth. Even as personal incomes have increased exponentially, in tandem with the region’s economic growth, the study finds that traditional values continue to hold sway among Asia’s consumers – and companies would do well to appeal to these values in building their brands in the region.