Ten Individual Level Value Types

Motivational Types of Values

in terms of their goals and the single values that represent them:

Power	The motivational goal of power values is the attainment of social status and prestige, and the control or dominance over people and resources.
Achievement	The primary goal of this type is personal success through demonstrated competence. Competence is evaluated in terms of what is valued by the system or organization in which the individual is located.
Hedonism	The motivational goal of this type of value is pleasure or sensuous gratification for oneself. This value type is derived from physical needs and the pleasure associated with satisfying them.
Stimulation	The motivational goal of stimulation values is excitement, novelty, and challenge in life. This value type is derived from the need for variety and stimulation in order to maintain an optimal level of activation. Thrill seeking can be the result of strong stimulation needs.
Self- Direction	The motivational goal of this value type is independent thought and action (for example, choosing, creating, exploring). Self-direction comes from the need for control and mastery along with the need for autonomy and independence.
Universalism	The motivational goal of universalism is the understanding, appreciation, tolerance, and protection of the welfare for all people and for nature.
Benevolence	The motivational goal of benevolent values is to preserve and enhance the welfare of people with whom one is in frequent personal contact. This is a concern for the welfare of others that is more narrowly defined than Universalism.
Tradition	The motivational goal of tradition values is respect, commitment, and acceptance of the customs and ideas that one's culture or religion imposes on the individual. A traditional mode of behavior becomes a symbol of the group's solidarity and an expression of its unique worth and, hopefully, its survival.
Conformity	The motivational goal of this type is restraint of action, inclinations, and impulses likely to upset or harm others and violate social expectations or norms. It is derived from the requirement that individuals inhibit inclinations that might be socially disruptive in order for personal interaction and group functioning to run smoothly.
Security	The motivational goal of this type is safety, harmony, and stability of society or relationships, and of self.