Research on Cultural Values
with a focus on Shalom Schwartz's work.
Ten Values
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Power: Social status and prestige, control or dominance over people and resources. (social power, authority, wealth, preserving my public image)
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Achievement: Personal success through demonstrating competence according to social standards. (successful, capable, ambitious, influential)
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Hedonism: Pleasure and sensuous gratification for oneself. (pleasure, enjoying life, self-indulgence)
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Stimulation: Excitement, novelty, and challenge in life. (daring, a varied life, an exciting life)
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Self-direction: Independent thought and action-choosing, creating, exploring. (creativity, freedom, independent, curious, choosing own goals)
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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)
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Benevolence: Preservation and enhancement of the welfare of people with whom one is in frequent personal contact. (helpful, honest, forgiving, loyal, responsible)
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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)
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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)
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Security: Safety, harmony and stability of society, of relationships, and of self. (family security, national security, social order, clean, reciprocation of favors)
