Table : Table 2.1 Ten Cross-cultural Values, Ranked by Importance

Benevolence. Preserving and enhancing the welfare of those with whom one is in frequent personal contact; being helpful, honest, forgiving, and responsible. Self-direction. Independent thought and action; choosing one’s own goals; the freedom to create and explore. Universalism. Understanding, appreciation, tolerance, and protection of the welfare of all people and of nature. Advocating for justice, peace, and respect for other people and the environment. Security. Safety, harmony, and stability of society, of relationships, and of self. Maintaining social order; establishing trust and reciprocation with others. Conformity. Restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations or norms. Obeying authorities, being polite. Self-discipline; honoring parents and elders. Achievement. Personal success through demonstrating competence according to social standards. Being ambitious and feeling competent. Hedonism. Pleasure and sensuous gratification for oneself. Enjoying life. Stimulation. Excitement, novelty, and challenge in life. Tradition. Respect, commitment, and acceptance of the customs and ideas that traditional culture or religion provide the self. Accepting one’s role and observing cultural norms, customs, and rituals. Being devout and humble; accepting one’s portion in life. Power. Social status and prestige, control or dominance over people and resources. Seeking authority, wealth, and public esteem.
[Research from: Schwartz & Bardi (2001) © 2001 SAGE. Reprinted by permission]

Benevolence. Preserving and enhancing the welfare of those with whom one is in frequent personal contact; being helpful, honest, forgiving, and responsible.
Self-direction. Independent thought and action; choosing one’s own goals; the freedom to create and explore.
Universalism. Understanding, appreciation, tolerance, and protection of the welfare of all people and of nature. Advocating for justice, peace, and respect for other people and the environment.
Security. Safety, harmony, and stability of society, of relationships, and of self. Maintaining social order; establishing trust and reciprocation with others.
Conformity. Restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations or norms. Obeying authorities, being polite. Self-discipline; honoring parents and elders.
Achievement. Personal success through demonstrating competence according to social standards. Being ambitious and feeling competent.
Hedonism. Pleasure and sensuous gratification for oneself. Enjoying life.
Stimulation. Excitement, novelty, and challenge in life.
Tradition. Respect, commitment, and acceptance of the customs and ideas that traditional culture or religion provide the self. Accepting one’s role and observing cultural norms, customs, and rituals. Being devout and humble; accepting one’s portion in life.
Power. Social status and prestige, control or dominance over people and resources. Seeking authority, wealth, and public esteem.