Values of College Students in Iran and the United States Who Admire Celebrities.

Abstract

This study had two goals. The first goal was to compare scores on the Celebrity Attitude Scale (CAS) and values of college students in Iran and the United States on how they differ in their admiration for their favorite celebrities. The second goal was to examine additional psychometric data on the Twenty Item Values Inventory (TWIVI). We administered the TWIVI, the CAS, and demographic items to 200 students at a university in Iran, and 199 students at one university and two colleges in the United States. The results revealed that Iranian students scored about the same as American students on the CAS, and both samples scored higher per item on Celebrity Attitude Scale Entertainment-Social, the entertainment or social subscale as compared with the two more problematic subscales of the CAS. Stepwise multiple regressions showed that Hedonism and Power predicted total CAS scores for Americans and Tradition and Stimulation predicted total CAS scores for Iranians. We found that the TWIVI performed reasonably well given its brevity. That is, predictions stemming from Schwartz's values theory were generally confirmed in both samples by data obtained from the TWIVI.