Two studies examined people's ideas about conflicts between the morality of friendship and the morality of individual autonomy. Study 1 included 144 subjects of 15, 18, and 21 years of age. In individual interviews, subjects were asked (1) what they would do in dilemmas in which friendship expectations conflicted with individual autonomy; (2) the…

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,…