The measurement of values and individualism-collectivism

This study presents alternative measures of S. H. Schwartz's theory of values using pairwise comparisons and goal concepts. Not only did the three measures of values - the Schwartz Value Survey (SVS), the Pairwise Comparison Value Survey (PCVS), and the Personal Striving Value Survey (PSVS) - converge but they were also correlated in similar ways with the Individualism-Collectivism Scale (ICS). This provides evidence that the newly developed scales can be alternatives to the SVS, which allows future studies of values using multiple measures. Moreover, the findings provide support for Schwartz's conception of values as higher order goals. The present findings have several implications for the study of values and their linkage to the study of individualism-collectivism and the self-concept.