Some values are mutually consistent (such as Conformity and Security), but others conflict (such as
Conformity and Self-Direction). Figure 18.1 displays the hypothesized circumplex relationship among the 10
Schwartz values. The closer the proximity of two values, the more related or compatible they are; the more oppo-
site two values are, the more they conflict. Although Conformity and Tradition share the same motivational goal
(Schwartz, 1992, 1994 ), Tradition conflicts more than Conformity with the opposing values. The basic principle
that organizes the circular structure is that values exist on a continuum. The 10 values are further organized by
two bipolar dimensions labeled: Openness to Change vs. Conservation values, and Self-Enhancement vs. Self-
Transcendence values.
Description
Schwartz (1992) introduced the 56-item SVS which includes two lists of value terms; the first contains 30 nouns
that describe desirable end-states; the second contains 26 adjectives that describe desirable ways of acting (these
two lists correspond to Rokeach’s distinction between terminal and instrumental values, a distinction that
Schwartz (2012) no longer accepts). An explanatory phrase follows each item, and each item expresses the
motivational goal underlying a single value. Using ‘AS A GUIDING PRINCIPLE IN MY LIFE,’ items are rated on
a 9-point Likert-type scale. To minimize response bias, Schwartz advised partialling out respondents’ mean value
ratings to ensure that SVS scores reflect within-person (ipsative) value priorities (see Schwartz, 2012 ).
Schwartz (1994) subsequently produced a 57-item SVS version (see Schwartz & Sagiv, 1995 ). Importantly,
Schwartz now specifies that 11 items should not be included in calculating SVS scores in cross cultural compari-
sons, because they have not demonstrated acceptable equivalence across cultures (see Schwartz & Bardi, 2001 ,
Table 1; Schwartz, 2004; Schwartz, Verkasalo, Antonovsky, & Sagiv, 1997 ). Schwartz reported that only 45 of the
specific single values in the SVS demonstrate ‘nearly equivalent meaning’ across cultures (see Schwartz & Bardi,
2001). It appears that SVS values labeled Benevolence, Self-Direction, Universalism, Security, and Conformity are
the most important of the basic values across nations, while Achievement, Hedonism, Stimulation, Tradition, and
Power are the least important.Openness to changeSelf-Direction
Universalism
Benevolence
ConformitySelf-Transcendence
Tradition
Security
PowerAchievementHedonismStimulation
Conservation Self-EnhancementFIGURE 18.1 Theoretical model of rela-
tions among motivational types of values,
higher order value types, and bipolar value
dimensions. Reproduced with permission from
Schwartz (1994) .513 OVERVIEW OF THE MEASURES
V. VICES AND VIRTUES