Operationalization

The Schwartz theory defines cultural values as “socially imposed and individually selected stable preferences that guide individual’s behavior” (1992, p. 2). Collective

values, according to Schwartz’s theory are oriented to regulate the individual’s behavior toward the social group. The individualistic values, on the other hand, are abstract principles that guide human behavior in the direction of the individual’s well- being. This work uses Schwartz’s operational definitions of individualistic and collective values. Individualistic values are people’s preference of self-orientation as a guiding principle in their life, whereas collective values are preferences for societal or group orientation as a guiding principle in their life (S. Schwartz, 1992). Each theoretical construct consists of a number of smaller included theoretical elements. The construct “individualistic values” includes motivational values of “stimulation”, “self-direction”, “achievement”, and “power.” The construct “collective values” includes motivational values of “tradition”, “benevolence”, and “conformity.” Each of these seven motivational values is a value index measured through a set of particular individual indicators. In Table 4 below a summary of the operational definitions for each theoretical construct, elements of theoretical constructs, and individual values used in this study is provided

Table 4. Operational definitions for the variables of cultural values

Variable

symbol Variable title Operational definition

ξ8 Individualistic values People’s preference of self-orientation as a guiding principle in their life

ξ1 Stimulation values People’s preference of novelty, excitement and challenge as a guiding principle in the life. Index consists of following items: en exciting life value, daring value, varied life value.

X 1.1 Exciting life Importance of exciting life to a respondent as a guiding principle of his or her life

X 1.2. Daring Importance of daring to a respondent as a guiding principle of his or her life.

X 1.3. Varied life Importance of varied life to a respondent as a guiding principle of his or her life.

ξ2 Self direction values Self-direction is people’s’ preference of independence, choice of their actions, creation and exploring. Index consists of the following items: freedom value, creativity value, independent value, curious value and choosing own goals value.

X 2.1 Freedom Importance of freedom to a respondent as a guiding principle of his or her life.

X 2.2 Creativity Importance of creativity to a respondent as a guiding principle of his or her life.

X 2.3 Independence Importance of independence to a respondent as a guiding principle of his or her life.

X 2.4 Curiosity Importance of curiosity to a respondent as a guiding principle of his or her life.

X 2.5 Choose their own life goals Importance of having ability to choose their own life goals to a respondent as a guiding principle of his or her life. ξ3 Achievement values Achievement is people’s preference of personal success

through demonstrating competence according to social standards. Index consists of success value, the capability or competency value, ambitiousness values and influence value.

X 3.1 Successful Importance of being successful to a respondent as a guiding principle of his or her life.

X 3.2 Capable Importance of being capable to a respondent as a guiding principle of his or her life.

X 3.3 Ambitious Importance of being ambitious to a respondent as a guiding principle of his or her life.

X 3.4 Influential Importance of being influential to a respondent as a guiding principle of his or her life.

ξ4 Power values Power is people’s preference of social status and prestige, control or dominance over people and resources. Index consists of social power value, authority value and wealth value.

X 4.1 Social power Importance of having social power to a respondent as a guiding principle of his or her life

X 4.2 Authority Importance of having authority to a respondent as a guiding principle of his or her life

X 4.3 Wealth Importance of being wealthy to a respondent as a guiding principle of his or her life

Variable symbol

Variable title Operational definition

ξ9 Collective values People’s preference for societal or group orientation as a guiding principle in their life.

ξ5 Tradition values People’s preference to respect, commitment and acceptance of the customs and ideas of traditional culture and or religion. Index consists of humbleness value, accepting my portion of life value, devoutness value, respect to tradition value and moderation value. X 5.1 Humble Importance of being humble to a respondent as a

guiding principle of his or her life

X 5.2 Accepting life Importance of accepting their portion of life to a respondent as a guiding principle of his or her life X 5.3 Devout Importance of being devout power to a respondent as

a guiding principle of his or her life X 5.4 Respect for tradition or

customs Importance of respecting traditions or customs to a respondent as a guiding principle of his or her life X 5.5 Moderate Importance of being moderate to a respondent as a

guiding principle of his or her life

ξ6 Conformity values Conformity is people’s preference to retain actions, inclinations and impulses likely to upset or harm others and violate expectations or norms. Index consists of politeness value, obedience value, self discipline value, and honoring parents and elders value.

X 6.1 Politeness Importance of being polite to a respondent as a guiding principle of his or her life

X 6.2 Obedience Importance of being obedient to a respondent as a guiding principle of his or her life

X 6.3 Self-discipline Importance of self-discipline to a respondent as a guiding principle of his or her life

X 6.4 Honoring parents or elderly Importance of honoring parents or elderly to a respondent as a guiding principle of his or her life ξ7 Benevolence values Benevolence is people’s preference of preservations

and enhancement of the welfare of people’s with whom one is in frequent personal contact. Index consists of helpfulness value, honesty value, forgiveness value, loyalty value and responsibility value.

X 7.1 Forgiving Importance of being forgiving to a respondent as a guiding principle of his or her life

X 7.2 Honest Importance of being honest to a respondent as a guiding principle of his or her life

X 7.3 Helpful to the others Importance of being helpful to a respondent as a guiding principle of his or her life

X 7.4 Loyal Importance of being loyal to a respondent as a guiding principle of his or her life

X 7.5 Responsible Importance of being responsible to a respondent as a guiding principle of his or her life