Personal Values In Research

Personal Values
The chapter of Personal Values aims to establish new understandings of the phenomenon of values extending knowledge bases in the area. Firstly, it is appropriate to begin by defining personal values. After clarification of the term providing the definition of it and other related terms, value model and structure of values will be presented. Finally, the discussed theories will be followed by the discussion and conclusions.
Numerous scholars have stated that values are important as they act as determinants of human behavior. Connor and Becker (1979) suggested that values provide the basis for individual opinions that lead to the decision-making (Preziosi, Gooden, 2011). Williams (1979) stated that when values are visualized

As it was mentioned, there exists a dynamic relation among these 10 values. This basic structure of values has been identified in samples from 67 nations (Schwartz, 1992, 2003; Schwartz & Sagiv, 1995). People attribute different degree of importance to these ten values, whereas their values are organized by the same structure of oppositions and compatibilities (Figure 1) (Schwartz, 2012). This structure of relations among values allows us examine how values relate to other variables. In case a particular value is relevant to another variable, all values that are contiguous to this value and those that are opposed to it in the value structure are apt to be compatible to that variable (Schwartz, 2012). For instance, stimulation values have positive effect on readiness to adopt innovative practices. Similarly, hedonism and self-direction values are the value types, which are contiguous to stimulation as it is illustrated in the value circle. In comparison to the latter, conformity, tradition and security values, the opposing values in the structure, have a negative impact on adoption of innovations (Schwartz, 2012). From this it might be concluded that, for example, adoption of innovation depends on the setting the importance of these ten values by

According to Schwartz (2012), constituent parts of openness to change are self-direction, stimulation and hedonism. The latter are described below.
The concept of ‘Self-Direction’ includes autonomy of thought and action. These two SVS and PVQ items express autonomy of thought which includes creativity, imagination, curiosity, interest; while, autonomy of action includes choosing own goals or purposes, independency and relying on oneself. As noted autonomy of thought alludes to promoting and using one’s understanding and intellectual competence, and autonomy of action refers to ability to obtain goals that were set. These are competences that affect our behavior (Schwartz, 2006).
The concept of ‘Stimulation’ suggests three characteristics such as excitement, novelty, and challenge. The SVS and PVQ also include surprises, exciting life, doing and trying different things, taking risks and seeking for adventures. All in all, the value of stimulation relates to openness to new experiences and change (Schwartz,