by Schwartz Value Survey (SVS) represents a seminal work in the field of cross-cultural research, developed by social psychologist Shalom H. Schwartz. The SVS is predicated on the theory that there are universal values that are recognized across cultures, which guide individuals’ actions, attitudes, and judgments. Schwartz’s framework categorizes these values into ten basic types, which are further grouped into four higher-order dimensions.
The Schwartz Value Survey offers a robust framework for understanding universal values across cultures, providing valuable insights into the commonalities and differences that underpin human societies. By identifying and measuring the values that guide human behavior, the SVS contributes to our understanding of how values influence individual and collective actions across cultural boundaries. Despite its limitations, the SVS remains a vital tool in the exploration of cultural values, encouraging ongoing dialogue and research into the intricate web of values that shape human life.
Conceptual Foundation
At the heart of Schwartz’s theory is the idea that all human societies face similar challenges for survival and coexistence, leading to the emergence of universal values that are inherently linked to three universal requirements of human existence: needs of individuals as biological organisms, requisites of coordinated social interaction, and survival and welfare needs of groups. Schwartz posits that values serve as guiding principles for behavior, reflecting what is important to individuals. The ten basic values identified by Schwartz are: Power, Achievement, Hedonism, Stimulation, Self-direction, Universalism, Benevolence, Tradition, Conformity, and Security.
Methodological Framework
The Schwartz Value Survey operationalizes these values through two questionnaires: one for teachers and another for students, encompassing 56 value items. Respondents rate the importance of each value as a guiding principle in their life on a 9-point scale, ranging from “-1” (opposed to my values) to “7” (of supreme importance). This approach allows for the quantification and comparison of value priorities across different cultural contexts.
Higher-Order Value Dimensions
Schwartz organizes the ten basic values into four broader dimensions based on the compatibility and opposition between values:
-
Openness to Change versus Conservation:
Openness to change encompasses values that emphasize independent action, thought, and feeling, along with readiness for new experiences (Self-direction, Stimulation). Conservation values stress self-restriction, order, and resistance to change (Tradition, Conformity, Security).
-
Self-Enhancement versus Self-Transcendence:
Self-enhancement values highlight the pursuit of one’s own success and dominance over others (Power, Achievement), while Self-transcendence values focus on the welfare and interests of others (Universalism, Benevolence).
Cross-Cultural Validity and Applications
Schwartz conducted extensive cross-cultural research, administering the SVS in over 60 countries. His findings reveal that despite cultural differences, the structure of values is remarkably similar across cultures, supporting the theory of universal values. The SVS has been applied in various fields, including cross-cultural psychology, marketing, organizational behavior, and political science, to understand cultural differences, predict consumer behavior, and improve international collaboration and conflict resolution.
Criticisms and Limitations
-
Cultural Bias
One of the principal criticisms of the SVS is the potential for cultural bias. Critics argue that the survey, developed primarily within a Western cultural context, may embody Western notions of what constitutes a “value” and how values are prioritized. This Western bias could influence both the selection of values included in the survey and the interpretation of results, potentially leading to a misrepresentation of non-Western cultures.
-
Static Representation of Culture
The SVS has been critiqued for its static representation of cultures and values. Cultures are dynamic and constantly evolving, influenced by globalization, technological advancements, and social change. However, the SVS captures values at a single point in time, potentially overlooking the fluid and changing nature of cultural values.
-
Methodological Concerns
Methodological issues also present significant limitations. The survey relies on self-reporting, which can be influenced by social desirability bias—respondents may answer in ways they believe are socially acceptable rather than reflecting their true feelings. Additionally, the survey’s format and scaling system may not be equally interpretable across different cultures, affecting the reliability and validity of the data collected.
-
Simplification of Complex Concepts
The SVS simplifies complex values into a manageable number of categories, which can lead to oversimplification. Human values are multifaceted and cannot always be neatly categorized. This simplification might obscure the nuanced ways in which values are understood and prioritized differently across cultures.
-
Interpretation and Application Challenges
Applying the findings from the SVS to real-world settings, such as policy-making, organizational behavior, or international relations, can be challenging. The abstract nature of the value dimensions may make it difficult to translate survey results into concrete actions or strategies without considerable interpretation and contextualization.
-
Focus on National Cultures
The emphasis on comparing national cultures can overlook significant within-country variations and the influence of subcultures. In increasingly multicultural societies, national identity may not be the most significant cultural influence on an individual’s value system. This focus might lead to an oversimplified understanding of cultural values.
-
Limited Exploration of Intersecting Values
The SVS’s framework primarily focuses on distinct value types and dimensions, which might not fully capture the complexity of how different values intersect and influence each other. People often hold multiple, sometimes conflicting, values simultaneously, a nuance that can be difficult to analyze within the SVS’s structure.
