Do Values Share Universal Content and Structure? A South African Test

Abstract

Schwartz recently proposed a new theory concerning the universal content and structure of values, a new value survey for measuring them and reported empirical support from 35 countries for many elements of the theory. In this article the validity of the theory is examined in two studies of diverse groups not previously tested using multiple value measurement instruments. In Study 1, 1364 subjects from the four major racial groupings completed the Rokeach Value Survey, a widely used values scale applicable to the theory, as part of a doctoral research project not previously analysed in this way. Study 2 subjects completed the new Schwartz Value Survey as part of a study of consumption patterns, media use, and leisure preferences of skilled labour, administrative and managerial staff commissioned by the Midrand Town Council. The results of both studies are consistent with the new theory and suggest important implications regarding value meaning in South Africa. The authors close by suggesting directions for future southern African values research.