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Surlin, Stuart H.; Squire, Larry A. – 1987
A study examined the relationship between social and material values and attitudes toward television advertising. Using the Rokeach Value Survey Form E, 157 Canadian college students ranked the 18 terminal and 18 instrumental values in order of their importance as guiding principles for life. The values were classified as either material, social,…
Descriptors: Advertising, Aesthetic Values, College Students, Cultural Influences
Surlin, Stuart H.; Berlin, Barry – 1989
A study was conducted to determine whether there was a significant difference in perceptions and values between Canadian and American television audiences. Respondents were first and second year college university students at the University of Windsor, Ontario, and Canisius College, Buffalo. Two types of personal values were looked at: general…
Descriptors: Audience Response, Comparative Analysis, Cross Cultural Studies, Cultural Context
