3.World Values Survey ( Inglehart, 1997; Inglehart & Baker, 2000 )
4.GLOBE Cultural Values ( House, Hanges, Javidan, Dorfman, & Gupta, 2004 )
5.Horizontal and Vertical Dimensions of Individualism and Collectivism ( Triandis, 1995; Triandis &
Gelfand, 1998 )
6.Cultural Orientation Scale ( Bierbrauer, Meyer, & Wolfradt, 1994 )
7.Cross-cultural (Chinese) Personality Assessment Inventory ( Cheung et al., 2004b )
8.Social Axioms Survey ( Leung et al., 2002; Leung et al., 2012 )
9.Tightness and Looseness Scale ( Gelfand et al. 2011 )
OVER VIEW OF THE MEASURES
Most measures reviewed here assess the extent to which individuals in a society endorse certain cultural
values ( Table 22.1 ). Some measures cover the major values in a value system (Value System Module (VSM),
Schwartz Value Survey (SVS), World Values Survey (WVS), and GLOBE Cultural Values (GCV)), whereas others
measure endorsement of such specific values as individualism-collectivism (Horizontal and Vertical Dimensions
of Individualism and Collectivism (HVIC), Cultural Orientation Scale (COS)). More recently, cross-cultural
researchers have developed measures to assess other culturally typical psychological characteristics, such as per-
sonality (Cross-cultural Personality Assessment Inventory (CPAI), social beliefs (Social Axioms Survey (SAS)),
and perceived normative influence (Tightness and Looseness (T&LS)). The Cross-cultural Personality Assessment
Inventory (CPAI) covers a broad range of general and culturally specific personality trait dimensions, and the
Social Axioms Survey (SAS) offers comprehensive assessment of culturally typical beliefs. The Tightness and
Looseness (T&LS) measures perception of the extent to which society encourages conformity and punishes
deviance.
In cross-cultural research, the unit of analysis could be the individuals in a society or the societies. When the
unit of analysis is the individual, researchers analyze the scores of individual respondents, and this is the case
for the CPAI. When the unit of analysis is the society, researchers collapse the data across individuals within a
society and compare the item or subscale means across societies. This is the case for the VSM, WVS, GCV and
T&LS. Some measures use both societies and individuals as the unit of analysis. Such multilevel scales include
the SVS, HVIC, COS and SAS.
Because cross-cultural research that has used the reviewed measures typically involved thousands of respon-
dents from many countries, it is expensive, if not impossible, to evaluate the test /C0retest reliability of the
TABLE 22.1 Characteristics of the Measures Reviewed
Cultural characteristics
measuredScope of
assessmentUnit of analysis Focus of assessment
Value System Module (VSM) Values Comprehensive Societies Personal preferences
Schwartz Value Survey (SVS) Values Comprehensive Societies and
individualsPersonal preferences
World Values Survey (WVS) Values Comprehensive Societies Personal preferences
GLOBE Cultural Values (GCV) Values Comprehensive Societies Personal and perceived
preferences
Horizontal and Vertical Dimensions of Individualism
and Collectivism (HVIC)Values Specific Societies and
individualsPersonal preferences
Cultural Orientation Scale (COS) Values Specific Societies and
individualsPersonal and perceived
preferences
Cross-cultural (Chinese) Personality Assessment
Inventory (CPAI)Personality traits Comprehensive Individuals Personal preferences
Social Axioms Survey (SAS) Social beliefs Comprehensive Societies and
individualsSocial perception
Tightness and Looseness (T&LS) Perceived norms Specific Societies Social perception622 22. MEASURES OF CROSS-CULTURAL VALUES, PERSONALITY AND BELIEFS
VI. SOCIOCULTURAL INTERACTION AND CONFLICT