List of Values

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.

Response format

Multiple scoring formats: (a) rate each value on a 9- or 10-point scale (1=very unimportant to 9/10=very important); (b) rank order all 9 values 1–9; (c) combined — rate on 9/10-point scales then circle the single most important value

Scale items

Internal Individual Values — self-directed achievement and stimulation (rated 1–9 or 1–10, very unimportant to very important)

• Excitement (i.e., an active, stimulating life)
• Self-fulfillment (i.e., achieving personal goals and finding meaning)
• Self-respect (i.e., pride in yourself and your accomplishments)
• A sense of accomplishment (i.e., making a lasting contribution)

External Values — status and social acceptance in the broader community (rated 1–9 or 1–10)

• Security (i.e., being safe and protected from misfortune)
• Sense of belonging (i.e., being accepted and needed by family, friends, and community)
• Being well respected (i.e., being admired by others and receiving recognition)

Internal Interpersonal Values — warm, close human connections (rated 1–9 or 1–10)

• Warm relationships with others (i.e., having close companionships and intimate friendships)
• Fun and enjoyment of life (i.e., finding pleasure and enjoying leisure)

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Three scoring formats are viable — rating scales (9- or 10-point) are preferred for most research contexts; rank ordering is the original format; the combined method (rate then select top value) is used for segmentation. Mean scores on 10-point scale: Self-respect Mapprox.8.97, Warm relationships Mapprox.8.76, Self-fulfillment Mapprox.8.62, Sense of accomplishment Mapprox.8.59, Security Mapprox.7.75, Fun and enjoyment Mapprox.8.08, Being well respected Mapprox.7.55, Sense of belonging Mapprox.7.05, Excitement Mapprox.7.08. In the original study only 2% endorsed Excitement as top value — subsequently collapsed with Fun and enjoyment. The LOV is shorter and more predictive than the RVS for most marketing applications.

Recommended companion scales

Citation

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

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