Schwartz Values Survey – Short

What it measures

Measures individual-level cultural values across ten motivational types from Schwartz's universal values theory, organised along Openness to Change vs Conservation and Self-Enhancement vs Self-Transcendence dimensions. The most comprehensive and widely validated individual cultural values measure, validated across 80+ countries and extensively used in cross-cultural consumer research.

Representative items

• Social power (control over others). (Power)
• Successful (achieving goals). (Achievement)
• Pleasure (enjoying life). (Hedonism)
• Freedom (freedom of action and thought). (Self-Direction)
• Equal treatment for all. (Universalism)

Citation

Schwartz, S.H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25, 1–65.