VALUE ORIENTATION OF ADOLESCENTS IN DIGITAL AGE
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
This paper intends to compare structures of preferred values between adolescents, focusing on year 2011 and year 2015. The research sample composed of Slovak adolescents (N=418). In order to record value preference structure changes, we have pursued our research in 2011 (N=250) and in the year of 2015 (N=168). The value structure was searched using PVQ questionnaire (Portrait Value Questionnaire, Schwartz, 2003). The identified results have shown changes in the preferred value structures (statistically significant difference), proving that the importance of preferred values has grown. Digital culture that current adolescent generation is being brought up in reflected in the increase of following values: universalism, benevolence, conformity, success and self-direction.
Authors and Affiliations
Blandína Šrámová, Anežka Hamranová
Keywords
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