Factor Rotation B: Value Priorities

Value Priorities loaded onto two factors with eleven items on Factor B-I and ten items on Factor B-II. The items in Factor B-I include Self-Direction, Stimulation, Hedonism, Universalism, and Benevolence. Factor B-II loaded with items of Power, Achievement, Tradition, Conformity and Security.

Factor B included the twenty-one items of Value priorities and was labelled “Value Priorities”. This factor explains 20.42% of the total variance. Schwartz’s (2003) theory established a comprehensive framework of universal human values, and Schwartz’s Portrait Values Questionnaire (PVQ) provided access to adults’ and adolescents’ values.

The PVQ is designed to measure basic value orientation and is suitable for use with all segments of the population (ESS, 2012; Cleveland et al., 2013), including with participants with little or no formal schooling (Schwartz, 2003).

A key aspect of the Schwartz (1992) value theory is the hypothesised structure of relations between values. The value theory has been tested in more than 200 samples from more than sixty countries. In the vast majority of samples, both the distinctiveness

of the ten values and the structure of their relations have been verified (Schwartz, 1992;

Schwartz and Sagiv, 1995). The set of ten value domains have been used to explain a wide variety of attitudes, behaviours, and subjective states across many nations (Bardi and Schwartz, 2003). The theory also specified the interrelations of conflict and compatibility among the ten types of values. Research with forty samples from twenty countries supported the near universality of the value types and their structure (Schwartz, 1992). The examination of the values supported by the Schwartz Value System (SVS) has been studied by many researchers and this confirms its validity.

Schwartz’s value categories are based on are based on the “universal requirement of human existence to which all individuals and societies must be responsive” (Schwartz, 1999).

The Human Value Scale is derived from the Portrait Values Questionnaire (PVQ;

Schwartz, 2005). The values were measured following the instructions provided by Jowell (2007). The twenty-one item scale measuring human values is included in the questionnaire (Section E). The ten motivationally distinct types of values are intended to be comprehensive of the core values. Empirical evidence supports this assumption (Schwartz, 1992, 2003; Steenkamp et al., 1999).

Values Factor B-I is labelled “Openness and Self-Transcendence” and included eleven value items. The "structure" of values refers to these relations of conflict and congruence among values (Schwartz, 2003). Values are structured in similar ways across culturally diverse groups. Individuals and groups have different value priorities. To identify ten basic values, Schwartz’s theory explicates the structure of dynamic relations among them. For example, those who are focused on their own success (Self-enchancement) are less likely to engage in actions that promote the welfare of others (Self-transcendence). Pursuing change (Openness-to-change dimension, stimulation values) is likely to undermine preserving time-honoured customs (Conservation dimension, tradition values). The factor is labelled according to the definitions by Schwartz (2003) and loaded with all items of openness-to-change and self-transcendence i.e. Stimulation, Self-Direction, Hedonism, Benevolence, Universalism (see Chapter Two). The interpretation within the context of the study accepts the meaningful addition of all items in this factor of “Openness and Self-Transcendence”. The factor explains 41.38% of the variance. The post-hoc reliability test yielded an alpha value of 0.940. Although the alpha value can be improved to 0.945, no item is deleted, because the alpha value of 0.940 is high and the loadings are well above the recommended level of 0.40.

Table 18. Rotated Solution Factor Values B-I: Openness and Self-Transcendence

Items Loading

Factor B-I It is important to me to make my own decisions about what I

do. I like to be free and not dependon others. 0.861 α = 0.940 I seek every chanceI can to have fun. It is important to me to

do things that give me pleasure. 0.847

I think it is important that every person in the world should be treated equally. I believe everyone should have equal

opportunities in life. 0.839

It's very important to me to help the people around me. I want

to care fortheir well-being. 0.821

It is important to me to be loyal to my friends. I want to devote

myself to people close to me. 0.803

It is important to me to listen to people who are differentfrom me. Even when I disagree with them, I still want to understand

them. 0.798

Thinking up new ideasand being creative is important to me. I

like to do things in my own original way. 0.788 I strongly believe that people should care fornature. Looking

after the environment is important to me. 0.750 I like surprises and am always looking for new things to do. I

think it is important to do lots of different things in life. 0.738 Having a good time is important to me. I like to “spoil”myself. 0.661 I look for adventures and like to take risks. I want to have an

excitinglife. 0.536

Values Factor B-II is labelled “Conservation and Self-Enhancement” and included ten value items. The value priorities defined by Schwartz (2003) included in this factor are Tradition, Conformity, Security, Achievement and Power. The interpretation within the context of the study accepts the meaningful addition of all items in this factor of

“Conservation and Self-Enhancement”. The factor explains 13.56% of the variance. The post-hoc reliability test yielded an alpha value of 0.895. Although the alpha value can be improved to 0.900, again, no individual item is deleted, because the alpha value of 0.895 is high and the loadings relating to each item are all above the recommended level of 0.40.

Table 19. Rotated Solution Factor Values B-II: Conservation and Self-Enhancement

Items Loading

Factor B-II It is important to me to getrespect from others. I want

people to do what they say. 0.779

α = 0.895 It's important to me to showmy abilities. I want people to

admire what I do. 0.777

It is important to me to be rich. I want to have a lot of

money and expensivethings. 0.723

Being very successful is important to me. I hope people

will recognise my achievements. 0.722

I believe that people should do what they're told. I think people should follow rulesat all times, even when no-one

is watching. 0.659

Tradition is important to me. I try to follow the customs

handed down by my religion or my family. 0.633 It is important to me always to behave properly. I want to

avoid doing anything people would say is wrong. 0.589 It is important to me to be humble and modest. I try not to

draw attention to myself. 0.571

It is important to me to live in securesurroundings. I avoid

anything that might endanger my safety. 0.455 It is important to me that the government ensures safety

against all threats. I want the state to be strong so it can

defend its citizens. 0.415