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List of Values

LOVTerminal values — desired end states of existence — that are central to people's lives, particularly in major life roles (marriage, parenting, work, leisure, daily consumption). The LOV draws on social adaptation theory and distinguishes internal individual values (self-respect, sense of accomplishment, self-fulfillment, excitement), external values (security, sense of belonging, being well respected), and internal interpersonal values (warm relationships with others, fun and enjoyment in life).

9 items 1983 α CR .58–.69 Free Kahle, L.R.

What it measures

The LOV is a nine-value instrument measuring core personal values relevant to consumption and daily life. Validated in a probability sample of n=2,264 Americans (Survey Research Center, University of Michigan). Values are significantly correlated with mental health, wellbeing, adaptation to society, and predictive of consumer behaviours across multiple studies. Ranking stability demonstrated over a decade (Spearman rho=0.83 combined). The LOV outperforms the Rokeach Value Survey (RVS) in predicting consumer behaviours and is considerably shorter. Widely used in segmentation, values-attitudes-behaviour research, and cross-cultural consumer studies.

Representative items

Sense of belonging
Excitement
Warm relationships with others
Self-fulfillment
Being well respected

Citation

Kahle, L.R. (1983). Social Values and Social Change: Adaptation to Life in America. Praeger.

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