1. BASIC HUMAN VALUES: AN OVERVIEW
Theory, Methods, and Applications

2. Culture Contact
Culture Shock - The buzzing confusion that results from sudden exposure to an unfamiliar setting
Affective (emotional) reactions:
Confusion
Anxiety
Suspicion
Disorientation
Desire to be somewhere else (familiar place)

3. We prefer the “similar”
Similarity-Attraction Hypothesis (Byrne, 1969)
We prefer being with people whom we share important characteristics:
Values
Age
Religion
Language …

4. Primary Socialization
The means by which we learn our culture / values Becomes our “reality” Resistant to change Problem when it becomes “the truth” or “correct”

5. Values

6. Introduction to the Values Theory
Are criteria people use to evaluate actions, people, and events.
Each of us holds numerous values with
varying degrees of importance.

7. The Ten basic values
Ten motivationally basic values are derived from three universal requirements of the human conditions.
Needs, social interaction, and survival.
Intended to include all the core values recognized in cultures around the world.
Self direction
Stimulation
Hedonism
Achievement
Power
Security
Conformity
Tradition
Benevolence
Universalism

8. The Structure of Value Relations

9. The Structure of Value Relations
Self-Direction. Independent thought and action; choosing, creating, exploring.
Stimulation. Excitement, novelty, and challenge in life.
Hedonism.
Pleasure and sensuous gratification for oneself.

10. The Structure of Value Relations
Social Esteem
Achievement.
Personal success through demonstrating competence according to social standards.
Power.
Social status and prestige, control or dominance over people and resources.

11. The Structure of Value Relations
Conformity. Restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations or norms.
Tradition. Respect, commitment, and acceptance of the customs and ideas that
traditional culture or religion provide the self.
Security.
Safety, harmony, and stability of society, of relationships, and of self.

12. The Structure of Value Relations
Universalism.
Understanding, appreciation, tolerance, and protection for the welfare of all people and for nature.
Benevolence.
Preserving and enhancing the welfare of those with whom one is in frequent personal contact (the ‘in-group’)

13. Sources of Value Priorities
People’s background:
Age, Gender, Education
Life circumstances
Value Priorities

14. Pattern of Value Relations with Other Variables
Variables: gender, age, education, socialization, and learning experiences
Value theory: a coherent structure enables us to treat peoples’ value systems (the Ten Values)
values that are close in the structure, should have similar association with others
when association of values with other variables most positively, the opposite of the circle values would view the most negatively associated values

15. Age Influences Values Age influences values:
Cohorts (partners)
Physical Aging
Life Stage
Cohorts: effects on people's lives that arise from the characteristics of the historical periods during which they experienced in their stages of life such as childhood or middle age. (e.g., war, depression)
i.e. elders give higher priority to materialist values than younger due to economic and physical insecurity experience in adolescence.
While youngers give greater priority to self-direction, stimulation and less priority to security and tradition values

16. Age Influences Values
Physical Aging: strength, energy, cognitive speed, memory and sharpness of sense decline with age
when age arises…..
Security values more important
While, stimulation values less important because risks are more threatening; and hedonism and achievement are less important
Life Stage: opportunities, demands, and constraints in life stages cause age differences in values
In early adulthood, work and family establishing is primary concern
In middle adulthood, stable work and family and maintain social networks

17. Gender Influences Values
Psychoanalytic Theorists
Women are more related and affiliated.
Men are more autonomous and individuated.
Cultural Feminist theories
Women show more concern for an ethic of care and responsibility.
Men focus more on an ethic of rights based on justice and fairness.
Social Role Theorists
Women assume more expressive, person-oriented roles
Men engage in and learn more instrumental, task-oriented roles

18. Education Influences Values
Educational Experiences
Increase the openness to non-routine ideas and activity central to stimulation values and self-direction values.
Education correlates positively with achievement values
The constant grading
Comparing of performance in schools
The higher priority to universalism values, the higher education we seek

19. Sources of Value Priorities
People’s background:
Age, Gender, Education
Life circumstances
Value Priorities

20. The Schwartz Value Survey (SVS)