Schwartz Value Survey (SVS)
(Schwartz, 1992, 1994 ).
Variable
Values are universal because they represent at least one of three types of universal human requirements: bio-
logically based needs, prerequisites for social interaction, and survival and welfare needs of groups. Despite this
universality, individuals and groups may differ substantially in the relative importance they attach to particular
values. Values differ in the goals that they express, leading to differing underlying motivations. Schwartz (1992,
1994, 2012) proposed a model of 10 motivationally distinct basic values that show commonality across cultures
(seeTable 18.1 ). Schwartz’s theory is based on six principles:
1.Values are beliefs linked to emotion.
2.Values reference desired goals that lead to action.
3.Values transcend specific situations.
4.Values serve as standards.
5.Values are ordered by relative importance.
6.Relative importance of multiple values guide action.
TABLE 18.1 Motivational T ypes of Values
Definition Exemplary values Sources
Power: Social status and prestige, control or
dominance over people and resources.Social power, authority, wealth Interaction
Group
Achievement: Personal success through
demonstrating competence according to social
standards.Successful, capable, ambitious Interaction
Group
Hedonism: Pleasure and sensuous gratification
for oneself.Pleasure, enjoying life Organism
Stimulation: Excitement, novelty, and challenge
in life.Daring, varied life, exciting life Organism
Self-direction: Independent thought and action /C0
choosing, creating, exploring.Creativity, curious
FreedomOrganism
Interaction
Universalism: Understanding, appreciation,
tolerance, and protection for the welfare of all
people and for nature.Broad-minded, social justice, equality
Protecting the environmentGroupa
Organism
Benevolence: Preservation and enhancement of
the welfare of people with who one is in frequent
personal contact.Helpful
Honest
ForgivingOrganism
Interaction
Group
Tradition: Respect, commitment, and acceptance
of the customs and ideas that traditional culture
or religion provide.Humble, devout
Accepting my position in lifeGroup
Conformity: Restraint of actions, inclinations, and
impulses likely to upset or harm others and
violate social expectations or norms.Politeness, obedient
Honoring parents and eldersInteraction
Group
Security: Safety, harmony, and stability of society,
of relationships, and of self.National security
Social order, cleanOrganism
Interaction
Group
aEmerges when people come into contact with those outside the extended primary group, recognize intergroup interdependence, and become aware of the s carcity of natural
resources.
Note: Organism: universal needs of individuals as biological organism; Interaction: universal requisites of coordinated social interaction; Group: un iversal
requirements for smooth functioning and survival of groups.
Reprinted with permission from Schwartz (1994) .512 18. MEASURES OF VALUES AND MORAL PERSONALITY
V. VICES AND VIRTUES