value circumplex

Shalom Schwartz's Value Circumplex explains human values in 4 quadrants, 10 value domains, and 58 tangible values. this framework helps us understand a broader spectrum of human values and their subtle relationship.

value circumplex, Shalom Schwartz, 1992

5.1/ value circumplex

5.2/ openness to change

people look for these instinctive values in life : enjoy life, pleasure, self-indulgent

people challenge for new ideas : daring, variation in life, excitement in life

people look for quality of ownselves : freedom, creativity, independent, choose own goals, curious, privacy, self-respect

5.3/ self-enhancement

people in the performing world and they look for some forms of progress : intelligent, influential, capable, successful, ambitious

people are usually with a higher status then others and they look for privileged values in the society : recognition, preserve own public image, authority, wealth, social power

5.4/ self-transcendence

people may be in different current states, yet in common they look for stable, risk-free, well-balanced values in the society : sense of belonging, health, clean, family security, national security, social order, reciprocation of favour

people are polite, humble, and well behave in the society, they may carry these values : self-discipline, politeness, obedient, honour of elders

people are usually humble and look for traditional values well-accepted in the society : detachment, humble, devout, respect for tradition, moderate, accept my portion in life

5.5/ convservation

people with world view, they look beyond their physical environment. we may see these values with them : broadminded, unity with nature, equality, wisdom, social justice, world of beauty, inner harmony, world at peace, protect environment

people look for true meaning and life. we may see certain sophisticated values with them : spiritual life, mature love, helpfulness, forgiving, true friendship, meaning in life responsible, loyal, honest

enjoy life, pleasure, self-indulgent, daring, variation in life, excitement in life, freedom, creativity, independent, choose own goals, curious, privacy, self-respect, intelligent, influential, capable, successful, ambitious, recognition, preserve own public image, authority, wealth, social power, sense of belonging, health, clean, family security, national security, social order, reciprocation of favour, self-discipline, politeness, obedient, honour of elders, detachment, humble, devout, respect for tradition, moderate, accept my portion in life, broadminded, unity with nature, equality, wisdom, social justice, world of beauty, inner harmony, world at peace, protect environment, spiritual life, mature love, helpfulness, forgiving, true friendship, meaning in life responsible, loyal, honest

NOTE : focus on the individual, each person is a unique being with their own set of user values at specific context, shaped by personal experiences, beliefs, and aspirations. avoid generalisations or stereotypes based on demographic or group affiliations.

5.5/ describe user values with context, not just the value attributes

the above value attributes give us a broader concept of the spectrum of human values; but often, we take them too literally to describe a user value in a situation. hence, when we describe a user situation, please use a down-to-earth tone to describe what is precisely in the user context (user + user value + context + activity + behaviour); do not use outsized value attributes that may be irrelevant to the situation.

NEVER bring any technical value attributes, nor conclusive values to discuss the user situation. examples below :

NOT HEDONISM, but pleasure and enjoyment, even better with enjoy life, please, self-indulgent . . .

NOT STIMULATION, but excitement, novelty, even better with daring, variation in life, excitement in life . . .

those technical attributes and conclusive values may be too big, too loose, and may not even be exactly what is happening with the user in the context.

check out some examples below too :

(in example 1) have some spare money, can afford some extra comfort . . .
/ do not fly in a value attribute - wealth

(in example 2) khun Nui thinks performing on work is more critical . . .
/ do not use the value attribute - ambitious

(in example 3) khun Ton takes good care of family . . .
/ is not the same as the value attribute - family security

(in example 4) nong Gam accepts ideas and collaborates better with friends . . .
/ is not the same as the value attribute - influential

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