Concepts and Issues Incross-Cultural Psychology -- Psychological Importance, the Five Factor Model, and Transactional Analysis Theory -- The Relative Favorability of Psychological Traits a 10-Country Study -- Psychological Importance Method and Gender Analyses -- Psychological Importance Item Level Analyses -- Psychological Importance Theory Level Analyses -- Psychological Importance Relations to Cultural Comparison Variables -- Summary and Integration of Findings -- Retrospect and Prospect a Broader View.