Value Relationship Structure
In addition to these ten types of values, Schwartz also argues that there is a structure that illustrates the relationship between these values. To identify the structure of relationships between values, the assumption held is that the achievement of a type of value has psychological, practical, and social consequences that can conflict or otherwise go hand in hand (compatible) with the achievement of other types of values. For example, achieving an achievement value will conflict with achieving a benevolence value, because individuals who prioritize personal success can hinder their efforts to improve the welfare of others.
Conversely, the achievement of the value of benevolence can go hand in hand with the achievement of the value of conformity because both are oriented towards behavior acceptable to social groups. Achieving values that go hand in hand with one another results in the following system of relationship between values. Relationship Value and Behavior. In human life, values serve as a standard that directs behavior. Values guide individuals to enter a situation and how individuals behave in that situation (Rokeach on Journal Causes and Effects of Examination Malpractices on Educational Standard). Values become criteria held by individuals in choosing and deciding something (Williams in Homer and Kahle, 1988).
a. The types of values of power and achievement both emphasize social superiority and self-esteem.
b. The types of achievement value and hedonism both emphasize self-centered gratification.
c. The types of values of hedonism and stimulation both emphasize the desire to fulfill excitement in oneself.
d. The value types of stimulation and self-direction both emphasize intrinsic interest in a new field or mastering a field.
e. The types of values are self-direction and universalism, both expressing belief in decisions or self-assessment and recognition of the diversity of the nature of life.
f. Universalism and benevolence value types, both emphasize the orientation of the welfare of others and do not prioritize personal interests.
g. The types of values are benevolence and conformity, both emphasizing normative behavior that supports intimate interaction between individuals.
h. Benevolence and tradition value types, both prioritize the importance of the meaning of a group where individuals are.
i. Both conformity and tradition value types both emphasize the importance of meeting social expectations above self-interest.
j. Both tradition and security value types both emphasize the importance of social rules to provide certainty in life.
k. The types of values are conformity and security, both emphasizing the protection of rules and harmony in social relations.
l. Security and power value types, both emphasize the need to overcome the threat of uncertainty by controlling the relationships between people and available resources.
Based on the existence of conflicting and conflicting value types, Schwartz concludes that value types can be organized in bipolar dimensions, namely:
a. The dimension of opennes to change that prioritizes independent thoughts and actions that are contrary to the dimension of conservation which places limitations on behavior, adherence to traditional rules, and protection of stability. The dimension of opennes to change contains the type of value of stimulation and self direction, while the dimension of conservation contains the type of value of conformity, tradition, and security.
b. The second dimension is the dimension of self transcendence which emphasizes the acceptance that humans are essentially the same and fights for the welfare of others as opposed to the self enhancement dimension that prioritizes the achievement of individual success and dominance over others. The types of values included in the dimension of self transcendence are universalism and benevolence. Whereas the types of values included in the self enhancement dimension are achievement and power.
The type of hedonism value is related to both the dimensions of self enhancement and openness to change.
Danandjaja (1985) suggests that values give direction to the attitudes, beliefs and behavior of a person, as well as provide guidelines for choosing the desired behavior in each individual. Therefore values affect behavior as a result of the formation of attitudes and beliefs, so it can be said that values are determinants in various social behaviors (Rokeach, 1973, Danandjaja, 1985).
Value is one component that plays a role in behavior: changes in value can lead to changes in behavior. This has been proven in a number of studies that have successfully modified behavior by changing value systems (Grube et al., 1994, Sweeting, 1990, Waller, 1994, Greenstein, 1976, Grube, Greenstein, Rankin and Kearney, 1977, Schwartz and Inbar- Saban, 1988).
Changes in values have been shown to significantly cause changes in attitudes and behavior in choosing work, smoking, cheating, participating in political activities, choosing friends, participating in human rights enforcement activities, buying a car, attending church, choosing leisure activities, relate to other races, use mass media, anticipate media use, and political orientation (Homer and Kahle, 1988).