Shalom Schwartz (1992, 1994) used his “Schwartz Value Inventory’ (SVI) with a wide survey of over 60,000 people to identify common values that acted as “guiding principles for one’s life”
He identified ten “value types” that gather multiple values into a single category.
This takes value from social statues and prestige. The ability to control others is important and power will be actively sought through dominance of others and control over resources.
Value here comes from setting goals and then achieving them. The more challenge, the greater the sense of achievement. When others have achieved the same thing, status is reduced and greater goals are sought.
Hedonists simply enjoy themselves. They seek pleasure above all things and may, according to the view of others, sink into debauchery.
The need for stimulation is close to hedonism, though the goal is slightly different. Pleasure here comes more specifically from excitement and thrills and a person with this driver is more likely to be found doing extreme sports than propping up a bar.
Those who seek self-direction enjoy being independent and outside the control of others. The prefer freedom and may have a particular creative or artistic bent, which they seek to indulge whenever possible.
The Universalist seeks social justice and tolerance for all. They promote peace and equality and find war anathema except perhaps in pursuit of lasting peace.
Those who tend towards benevolence are very giving, seeking to help others and provide general welfare. They are the “earth mothers” who nurture all.
The traditionalist respects that which has gone before, doing things simply because they are customary, They are conservative in the original sense, seeking to preserve the world order as is, Any change makes them uncomfortable.