06a.

Values
Optional reading: Schwartz, S. H. (2015). Basic
individual values: Sources and consequences. In D.
Sander and T. Brosch (Eds.), Handbook of value.
Oxford: UK, Oxford University Press.

Prof. Dr. Jesús Saiz Galdós

 Values: History of the concept
“Values… a bridge between personal and social world” (Ros,
2001).
-Emotional & Cognitive:
A. Values as emotional motivators: Maslow, Fromm, Allport &
Vernon.
B. Values as interpretative structure that helps the individual to
order and understand the world: Rokeach, Schwartz,
Triandis, Inglehart.
-Cultural & Individual:
A. Values as a cultural element that provides to the members of
a group the cognitive schema about what is desirable or not
(Triandis, Inglehart).
B. Values as a personal motivational or interpretative structure
that guides selection or evaluation of behavior (Rokeach,
Schwartz).
 Values as emotional motivators
• The value ".... is that need - in the
hierarchy of needs - for which (a subject)
feels dominated for a particular period o
time” (Maslow, 1968, p.194).

Values ​"S" are: Totality,

perfection, fulfillment,
justice, wealth, simplicity,
beauty, goodness,
uniqueness, easeness,
joy, truth and self-
sufficiency.
 Values as emotional motivators
Allport, Vernon & Lindzey (1960). 6 Values types:

1)Theoretical: Main interest in the discovery of truth; attitudes

are cognitive, empirical, critical, and rational; aim is to acquire a
systematized knowledge.
2)Economic: Interest in what is useful and practical; interest in
consumption of goods and the accumulation of wealth; thinks
education should be practical, unapplied knowledge is a waste.
3)Aesthetic: Values beauty, form and harmony; interest in
people but not necessarily in their welfare; tends toward
individualism and self-sufficiency.
 Values as emotional motivators
4) Social: Interest in people; as an
altruistic, philanthropic love of people;
regards love, as itself, the only
suitable form of human relationship.
5) Political: Primary interest in power,
competition, and struggle; often found
in leadership positions.
6) Religious: Values unity; seeks to
relate oneself to the universe as a
whole; directs self to the creation of
the highest and absolutely satisfying
value experience.
 Cultural Values
Hofstede (1973)

Survey data about the values of people in over 50 countries

around the world (IBM). 4 Values types:

1. Power distance (from small to large); Social inequality,

including the relationship with authority.
2. Collectivism versus individualism; The relationship between
the individual and the group.
3. Femininity versus masculinity; Person-orientation versus Task
orientation.
4. Uncertainty avoidance (from weak to strong); Ways of dealing
with uncertainty, relating to the control of aggression and the
expression of emotions.
 Cultural Values
Triandis (1988)

• Cross-cultural research.

Individualism Collectivism
Horizontal Swedish or Indian or Mexican
(valuing equality) Danish

Vertical American or Korean or

(emphasizing British Japanese
hierarchy)
 Cultural Values
Inglehart
- E. Fromm & Maslow (antecedents).

World Values Survey: “The growing globalization of the world

makes it increasingly important to understand [...] diversity.
People with varying beliefs and values can live together and work
together productively, but for this to happen it is crucial to
understand and appreciate their distinctive worldviews” (Romano
Prodi, 10th President of European Commission).

Dimensions:
a. Traditional vs. Secular-Rational values: 1) Importance of God in
life, 2) Teach Children Obedience and Faith rather than
Independence and Determination, 3) Disapproval of Abortion, 4)
National Pride, 5) Respect for Authority.
b. Survival vs. Self-Expression values (materialist-postmaterialist):
1) Feeling of Unhappiness, 2) Disapproval of Homosexuality, 3)
Abstaining from Signing Petitions, 4) Distrusting in Other People.
World Cultural Values Dimensions - Inglehart

https://www.youtube.c
om/watch?v=AiIpymG
eGoo
 Cultural Values
Subjective well-being rankings of 82 societies
(based on combined Happiness and Life Satisfaction scores)
 Cultural Values
Schwartz (1994). 7 Cultural values “represent abstract ideas
shared, implicitly or explicitly, about what is good, right and
desirable in a society (...) The ways in which social institutions
work, their objectives and modes of operation, express priorities of
cultural values”.
1)Conservatism: A cultural emphasis on maintenance of the status
quo, propriety, and restraint of actions or inclinations that might
disrupt the solidary group or the traditional order (social order,
respect for tradition, family security, wisdom).
2)Intellectual Autonomy: A cultural emphasis on the desirability of
individuals independently pursuing their own ideas and intellectual
directions (curiosity, broadmindedness, creativity).
3)Affective Autonomy: A cultural emphasis on the desirability of
individuals independently pursuing affectively positive experience
(pleasure, exciting life, varied life).
 Cultural Values
4) Hierarchy: A cultural emphasis on the legitimacy of an
unequal distribution of power, roles and resources (social
power, authority, humility, wealth).
5) Egalitarianism: A cultural emphasis on transcendence of
self interests in favor of voluntary commitment to
promoting the welfare of others (equality, social justice,
freedom, responsibility, honesty).
6) Mastery: A cultural emphasis on getting ahead through
active self-assertion (ambition, success, daring,
competence).
7) Harmony: A cultural emphasis on fitting harmoniously into
the environment (unity with nature, protecting the
environment, world of beauty).
 Cultural Values
Theorised structure of culture-level value types
 CULTURAL VALUES APPLICATION
AN EXPLORATORY ANALYSIS OF THE PHENOMENON
OF IMMIGRATION (Rodríguez, 2007)

Ellis Island, USA.

 CULTURAL VALUES APPLICATION

Object of Study and Instrument

•Describe the cultural values (Schwartz, 1994) that European countries
show, and its relation to the acceptance or rejection of the immigrant
population.
• Instrument:
European Social Survey-ESS-(2002/2003)
40,000 respondents, over 15 years old.
20 countries: Germany, Austria, Belgium, Czech Republic, Denmark,
Slovakia, Slovenia, Spain, Finland, Greece, the Netherlands, Hungary,
Ireland, Norway, UK, Sweden, Portugal, Poland, France and Israel.
Personal Values Questionnaire (Schwartz, 1992, 2001).
 CULTURAL VALUES APPLICATION

Results I
Table 1. Averages of Cultural Values ​in the sample

Cultural Values N Average td Variance

Harmony 20 .62 .166 .028

Egalitarianism 20 .59 .123 .015
Intellectual Autonomy 20 .38 .249 .062
Conservatism 20 .12 .201 .040
Affective Autonomy 20 -.44 .193 .037
Mastery 20 -.45 .148 .062
Hierarchy 20 -.61 .157 .024
 CULTURAL VALUES APPLICATION

Results II
Table 2. Averages of variables of acceptance or rejection of
immigration

Variables N Average td

Attitudes 20 4,49 0,52

Impact of inmigration in the 20 4,43 0,44
the country of origin
Expulsion factor 20 3,55 0,35
Economic factor 20 3,19 0,36
Escale: (0) Not Important - (5) Very Important
 CULTURAL VALUES APPLICATION

Results III
Table 3. Correlations between cultural values ​and variables of
acceptance / rejection of immigration
Cultural Values
HA HI CO AF INT CON EG
AUT. AUT.

Variables of acceptance or
rejection
Attitudes 0,50*

Impact of inmigration in the 0,72** -0,61**

the country of origin

Expulsion factor 0,49* -0,57**

Economic factor 0,58** -0,63**

*p<0,05.
** p<0,01.
 CULTURAL VALUES APPLICATION

Conclusions
•European countries (and Israel) are
committed to the values ​of equality,
respect for the environment, creativity
and social justice. By contrast,
values ​such as ambition, competition or
social power are the least valued.
• Proposing policy measures aimed to
promote Egalitarianism values​​ is
required.
• It would be necessary to emphasize
measures to reduce Hierarchy
values, ​that may be acting in the
formation of social attitudes
incompatible with immigrants
integration.
 Personal Values & Self Concept
Belief System Theory (Rokeach, 1973; Grube, Mayton y Ball-
Rokeach, 1994)

Behavior

Attitudes

Personal Values

Self-
Concept
 Personal Values
Rokeach (1973) (ranking vs rating)
Terminal values are “end result” values describing what you
want to get out of life.
1. A Comfortable Life (a prosperous
life)
2. Social Recognition (respect and
admiration)
3. Inner Harmony (freedom from inner
conflict)
4. Equality (brotherhood and equal
opportunity for all)
5. True Friendship (close
companionship)
6. Mature Love (sexual and spiritual
intimacy)
7. An Exciting Life (a stimulating,
active life)
8. Wisdom (a mature understanding of
life)
9. National Security (protection from
attack)
10. Family Security (taking care of loved
ones)
11. A World at Peace (a world free of war
and conflict)
12. Salvation (saved; eternal life)
13. Freedom (independence and free
choice)
14. A World of Beauty (beauty of nature
and the arts)
15. Self-Respect (self-esteem)
16. Health (physical and mental well-
being)
17. Pleasure (an enjoyable, leisurely life)
18. A Sense of Accomplishment (a lasting
contribution)
 Personal Values
Rokeach (1973)
Instrumental values are the ways you seek to accomplish your
terminal values.
1. Ambitious (hardworking and
aspiring)
2. Independent (self-reliant; self-
sufficient)
3. Helpful ( working for the welfare
of others)
4. Broad-minded (open-minded)
5. Intellectual (intelligent and
reflective)
6. Honest ( sincere and truthful)
7. Capable (competent, effective)
8. Logical (consistent; rational)
9. Imaginative (daring and
creative)
10.Clean (neat and tidy)
11.Loving (affectionate and tender)
12.Polite (courteous and well-
mannered)
13.Courageous (standing up for your
beliefs)
14.Loyal (faithful to friends or the
group)
15.Responsible (dependable and
reliable)
16.Forgiving (willing to pardon others)
17.Obedient (dutiful; respectful)
18.Self-controlled (restrained; self-
disciplined)
 Personal Values
• Personal Values: “Value is a (1) belief (2) pertaining to
desiderable end states or modes of conduct, that (3)
transcends specific situations, (4) guides selection or
evaluation of behavior, people, and events, and (5) is
ordered by importance relative to other values to form a
system of value priorities” (Schwartz,1994).
 Schwartz (1994) Personal Values Theory

• Schwartz (1994) located the origin of the values in three

universal needs for human existence:

1) biological,
2) requisites of coordinated social interaction, and
3) requirements for the smooth functioning and survival of the
groups.

Ten motivational types of values:

 Schwartz (1994) Personal Values Theory
10 Motivational Types of Values
in terms of their goals and the single values that represent them:
The motivational goal of power values is the attainment of social
Power status and prestige, and the control or dominance over people and
resources.
The primary goal of this type is personal success through
demonstrated competence. Competence is evaluated in terms of what
Achievement
is valued by the system or organization in which the individual is
located.
The motivational goal of this type of value is pleasure or sensuous
Hedonism gratification for oneself. This value type is derived from physical needs
and the pleasure associated with satisfying them.
The motivational goal of stimulation values is excitement, novelty, and
challenge in life. This value type is derived from the need for variety
Stimulation
and stimulation in order to maintain an optimal level of activation. Thrill
seeking can be the result of strong stimulation needs.
The motivational goal of this value type is independent thought and
Self- action (for example, choosing, creating, exploring). Self-direction
Direction comes from the need for control and mastery along with the need for
autonomy and independence.
 Schwartz (1994) Personal Values Theory

The motivational goal of universalism is the understanding, appreciation,

Universalism
tolerance, and protection of the welfare for all people and for nature.
The motivational goal of benevolent values is to preserve and enhance
the welfare of people with whom one is in frequent personal contact.
Benevolence
This is a concern for the welfare of others that is more narrowly defined
than Universalism.
The motivational goal of tradition values is respect, commitment, and
acceptance of the customs and ideas that one's culture or religion
Tradition imposes on the individual. A traditional mode of behavior becomes a
symbol of the group's solidarity and an expression of its unique worth
and, hopefully, its survival.
The motivational goal of this type is restraint of action, inclinations, and
impulses likely to upset or harm others and violate social expectations
Conformity or norms. It is derived from the requirement that individuals inhibit
inclinations that might be socially disruptive in order for personal
interaction and group functioning to run smoothly.
The motivational goal of this type is safety, harmony, and stability of
Security
society or relationships, and of self.
Schwartz (1994) Personal Values Theory
Schwartz (1994) Personal Values Theory
Values (1-6)

Power

Achievement

Hedonism

Stimulation
Self-
Direction

Universalism

Benevolence

Tradition

Conformity

Security
 Personal Values applications
Personal Values and Cocaine Addiction

Descriptive Study.

H1: Compared to subjects that do not consume cocaine,

the cocaine users (who are not in treatment) will reveal
high importance on values ​such as Hedonism and
Stimulation. In addition, these same subjects will
obtain low scores on values ​as Tradition, Conformity
and Security.
H2: During the treatment of addiction, it will increase the
importance of values ​such as: Security, Conformity
and Tradition, while it will descend the importance of
values ​such as: Stimulation and Hedonism.
 Personal Values applications

Methodology

• Instrument: Portrait Values Questionnaire

(PVQ).

• Sample: 660 subjects dividied in 3 groups (215

Cocaine Consumers, 233 Consumers in
treatment and 212 No consumers).
 Personal Values applications
Results I: Personal Values differences in the study
groups

6
5,5
5
4,5
4
3,5
3
2,5
2
1,5
1
Conformity Achievement Tradition Stimulation Security Power Hedonism

Cocaine consumers without treatment Cocaine consumers in treatment No consumers

Note: All the differences were significative (p< 0,001).

 Personal Values applications

Results II: Personal Values differences during the

course of treatment
6

1
Conformity Security Tradition Hedonism Stimulation
Not treatment Less than 1 month Between 1 and 3 months
Between 3 and 6 months Between 6 months and 1 year More than 1 year

Note: All the differences are significative (p< 0,001), but Hedonism (p< 0,01).
 Personal Values applications

CONCLUSIONS

• Protective Factors: Conformity, Security and Tradition.

• Risk Factors: Hedonism and Stimulation.

• Coherence in the areas of preventive intervention:

School, Community, Family, Social media and Job.
 Personal Values applications
• The values of the Professionals vs. values of the
Patients/clients.
• Patients Values in Acceptance and Commitment Therapy (ACT)
(Wilson & Luciano, 2008, p. 137).
Objectives to achieve in the sessions focused on values:
1) Facilitate the contact of the client with the perception of his
own personal values,
2) Facilitate the contact of the client with the paths in which
his/her values have been limited.
3) Revise the helplessness creative in the context of values.
4) Open the possibility that a valued life can appear from the
helplessness.
5) Identify the specific life areas that the client would be
interested to develop.
 Personal Values applications
The Valued Living Questionnaire (ACT) (Wilson, Sandoz,
Kitchens & Roberts, 2010)
• Rate from 1-10 and obtain de discrepancy (I-C=D)
Importance Consistency Discrepancy
1. Family relations 10 5 5
2. Marriage/couples/ intimate 9 0 9
relations
3. Parenting
4. Friendships/social relations
5. Employment
6. Education/training
7. Recreation
8. Spirituality
9. Citizenship/community life

10. Physical well-being