Research on cultural values

with a focus on Shalom Schwartz's work.

Ten Values

• Power: Social status and prestige, control or dominance over people and resources. (social power, authority, wealth, preserving my public image)

• Achievement: Personal success through demonstrating competence according to social standards. (successful, capable, ambitious, influential)

• Hedonism: Pleasure and sensuous gratification for oneself. (pleasure, enjoying life, self-indulgence)

• Stimulation: Excitement, novelty, and challenge in life. (daring, a varied life, an exciting life)

• Self-direction: Independent thought and action-choosing, creating, exploring. (creativity, freedom, independent, curious, choosing own goals)

• Universalism: Understanding, appreciation, tolerance and protection for the welfare of all people and for nature. (broadminded, wisdom, social justice, equality, a world at peace, a world of beauty, unity with nature, protecting the environment)

• Benevolence: Preservation and enhancement of the welfare of people with whom one is in frequent personal contact. (helpful, honest, forgiving, loyal, responsible)

• Tradition: Respect, commitment and acceptance of the customs and ideas that traditional culture or religion provide the self. (humble, accepting my portion in life, devout, respect for tradition, moderate)

• Conformity: Restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations or norms. (politeness, obedient, self-discipline, honoring parents and elders)

• Security: Safety, harmony and stability of society, of relationships, and of self. (family security, national security, social order, clean, reciprocation of favors)