Abstract
The study reported here attempts to overcome weaknesses in previous investigations of the factor structure of the Rokeach Value Survey. The approach involves comparing a priori models of how values are organized by testing hierarchically nested models using confirmatory factor analysis. One model posits that values are independent, while the other models suggest that both terminal and instrumental values can be organized along a few underlying dimensions. The findings indicate that 1) instrumental values ratings reflect the importance of three underlying unipolar dimensions: self-direction, conformity, and virtousness; 2) terminal values ratings reflect the importance of one bipolar dimension, self-actualization versus hedonism, and two unipolar dimensions: idealism and security.
Original language | English (US) |
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Pages (from-to) | 123-134 |
Number of pages | 12 |
Journal | Journal of Business Research |
Volume | 20 |
Issue number | 2 |
DOIs | |
State | Published - Mar 1990 |
ASJC Scopus subject areas
- Marketing