The theory of basic human values recognizes eleven universal values, which can be organized in four higher-order … See more

In addition to identifying the ten basic values, the theory also explains how these ten values are interconnected and influence each other, since the pursuit of any of the values results in either an accordance with one anothe… See more

Several models have been developed to measure the basic values to ensure that the values theory is valid independent of the methodology employed. The main differentiator between the Schwartz Value Survey an… See more

The order of Schwartz's traits are substantially stable amongst adults over time. Migrants values change when they move to a new country, but the order of preferences is still quite stable. Motherhood causes wo… See more

Personality traits using the big 5 measure correlate with Schwartz's value construct. Openness and extraversion correlates with the values related to openness-to-change (openness especially with self-direction, extraversio… See more

One of the main limitations of this theory lies in the methodology of the research. The SVS is quite difficult to answer, because respondents have to first read the set of 30 value items and give one value the highest … See more

Recent studies advocate that values can influence the audience's reaction to advertising appeals. Moreover, in the case that a choice and a value are intervened, people tend to pick the choice that aligns more with t… See more