Table 1 Schwartz Value Theory: The Ten Basic Values

Openness to change

Self-Direction: Independent thought and action—choosing, creating, exploring.

Stimulation: Excitement, novelty and challenge in life.

Hedonism: Pleasure or sensuous gratification for oneself.

Self-enhancement

Achievement: Personal success through demonstrating competence according to social standards.

Power: Social status and prestige, control or dominance over people and resources.

Conservation

Security: Safety, harmony, and stability of society, of relationships, and of self.

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 one’s culture or religion provides.

Self-transcendence

Benevolence: Preserving and enhancing the welfare of those with whom one is in frequent personal contact (the ‘in-group’).

Universalism: Understanding, appreciation, tolerance, and protection for the welfare of all people and for nature.