Cooperative, competitive, and individualistic social values: An individualized regression and clustering approach

An individualized regression and clustering procedure was used to examine the plausibility of the conceptual frameworks describing the major cooperative, competitive, and individualistic social values. 100 undergraduates rated the desirability of a set of social outcomes that systematically varied with regard to the benefits to oneself and another person. 28 Ss later completed 2 measures of social values. A multiple regression equation was then produced for each S using theoretically specified outcome characteristics to predict the desirability ratings. The partial regression coefficients from the multiple regression equations were then clustered into groups of equations representing groups of Ss who used different decision rules in evaluating the outcomes. Results provide evidence of (a) considerable within-S consistency in the use of social decision rules; (b) 6 clusters or groups of Ss who displayed different social values such as equality and individualism; (c) considerable consistency between Ss' cluster membership, their verbalized social values, and their behavior on a measure of social values; and (d) a sex difference in social values, with males being less likely to focus on group enhancement and more likely to focus on superiority. (27 ref) (PsycINFO Database Record (c) 2006 APA, all rights reserved).