We broaden the developmental focus of the theory of universals in basic human values (Schwartz, 1992, Advances in Experimental Social Psychology) by presenting supportive evidence on children's values from six countries: Germany, Italy, Poland, Bulgaria, the United States, and New Zealand. 3,088 7-11-year-old children completed the Picture-Based Value Survey for Children (PBVS-C, Döring et al., 2010, J. Pers. Assess., 92, 439). Grade 5 children also completed the Portrait Values Questionnaire (PVQ, Schwartz, 2003, A proposal for measuring value orientations across nations. Chapter 7 in the Questionnaire Development Package of the European Social Survey). Findings reveal that the broad value structures, sex differences in value priorities and pan-cultural value hierarchies typical of adults have already taken form at this early age. We discuss the conceptual implications of these findings for the new field of children's basic values by embedding them in the recent developmental literature.
Recent years have witnessed an increasing number of studies, also in the field of educational psychology, on values within the framework proposed by Schwartz, involving younger and younger respondents. A fresh impetus to studies on children’s values was given by the Picture-Based Value Survey for Children (PBVS-C), which was developed by Döring and her colleagues. This article presents the development and structural validation of the Polish version of the PBVS-C, which measures Schwartz’s four higher-order values self-transcendence, self-enhancement, openness to change, and conservation. A theory-based multidimensional scaling (MDS) analysis performed in a sample of 910 children (aged 8-12 years) revealed a differentiated value structure that closely corresponds to Schwartz’s prototype. These findings are discussed in light of cross-cultural assessment in childhood.
Sexual appeals are widely used in advertising to attract consumers’ attention. It has already been proved that they influence the addressee’s cognitive processing, which in turn raises the question if sexual appeals may pose a serious threat for road safety when used in roadside advertising. Three studies were designed to answer this question. Study I was a nationwide survey (N = 1095) which revealed that drivers subjectively perceive sexual contents in roadside advertising as distracting and dangerous. Study II was a modified version of the Attentional Network Test (N = 1063) which proved that in cognitive tasks reaction time increases in line with the sexual content of advertisements. Study III was a simulator study (N = 55) which confirmed that driving characteristics change when sexually-oriented advertisements are located along the road. These studies have led us to a conclusion that sexually appealing cues in roadside advertising may pose a threat for road safety.
Distraction of the driver's attention is one of the key aspects of research conducted by automotive companies. It concerns not only on-board devices, but also the factors outside the vehicle, such as advertising displays. Too much attention focused on advertisements can have negative impact on the driver's behaviour and driving quality. The 2-second distraction can more than double the risk of an accident. The paper presents the results of a simulator-based study, in which 60 drivers (including 30 women) age- 18-64 take part. All participants had a valid driving license and differed in their driving experience. It has been verified how the time of focusing the attention on the roadside advertisements affects the given safety and driving performance indicators.
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