Schwartz Values Clusters in the United States and China

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Journal Article
Journal of Cross-Cultural Psychology, 2011, 42 (2), pp. 234 - 252
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People differ in the importance they place on values. However, most research has selected a few values and examined their relationships with one or more variable(s) of interest. The current research differs as it examined subgroups of people who differ in the importance they attached to Schwartzs values. Data collected from matched samples of adult international travelers (Study 1) and young adults (Study 2) produced very similar subgroups in the United States and China that reflected Schwartzs shared motivational orientations of adjacent values in a similar manner to how we would expect individuals to differ in their personal values priorities. The subgroups had all the expected relationships with travel benefits, status consumption, and materialism in the United States and some of these expected relationships in China.
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