Theory of Basic Human Values

The Theory of Basic Human values, developed by Shalom H. Schwartz, is a theory in the field of intercultural research. The author considers the theory as an essential extension of previous approaches to comparative intercultural research theories, such as the Hofstede's cultural dimensions theory, and has been extensively applied in cross-cultural studies of individual values. The Theory of Basic Human Values tries to measure Universal Values that are recognised throughout all major cultures. Schwartz’s theory identifies ten such motivationally distinct values and further describes the dynamic relations amongst them. To better graphically portray these relationships, the theory arranges the ten values in a circular structure.

The Theory of Basic Human Values recognises ten universal values, which can be organised in four higher-order groups. Each of the ten universal values has a central goal that is the underlying motivator.

Self-Direction Independent thought and action—choosing, creating, exploring.
Stimulation Excitement, novelty, and challenge in life.

Hedonism Pleasure or sensuous gratification for oneself.
Achievement Personal success through demonstrating competence according to social standards.
Power Social status and prestige, control or dominance over people and resources.

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.

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.

Spirituality was considered as an additional eleventh value, however, it was found that it did not exist in all cultures.

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 another (conformity and security) or a conflict with at least one other value (benevolence and power). Tradition and conformity share particularly similar motivational goals and consequently are consolidated in the same wedge. Values can lightly or more strongly oppose each other, which has led to the organisation of the values in a circular structure along two bipolar dimensions. The first dimension is openness to change versus conservation, which contrasts independence and obedience. The second bipolar dimension is self-enhancement versus self-transcendence and is concerned on the one side with the interests of one-self and on the other side of the welfare of others. Although the theory distinguishes ten values, the borders between the motivators are artificial and one value flows into the next, which can be seen by the following shared motivational emphases:

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