THE MEASUREMENT OF VALUES AND INDIVIDUALISM-COLLECTIVISM

This study presents alternative measures of S. H. Schwartz's theory of values using pairwise comparisons and goal concepts. Not only did the three measures of values-the Schwartz Value Survey (SVS), the Pairwis e Comparison Value Survey (PCVS), and the Personal Striving Value Surv ey (PSVS)-converge but they were also correlated in similar ways with the Individualism-Collectivism Scale (ICS). This provides evidence tha t the newly developed scales can be alternatives to the SVS, which all ows future studies of values using multiple measures. Moreover, the fi ndings provide support for Schwartz's conception of values as higher o rder goals. The present findings have several implications for the stu dy of values and their linkage to the study of individualism-collectiv ism and the self-concept.