A New Empirical Approach to Intercultural Comparisons of Value Preferences Based on Schwartz's Theory.

Empirical tests of Schwartz's theory of culture-level value priorities have predominantly been performed using an averaging approach-as values of the average individual in a culture. However, from a theory of measurement standpoint such an approach seems inadequate. We argue that the averaging approach is an insufficiently accurate methodology in capturing the compatibilities-incompatibilities between values of individuals cultures. We propose an approach based on the distribution of values of individuals in a given culture-the distribution approach. Using data from two rounds of the European Social Survey, we show how frequencies of specific individual value priorities in a culture can be used toward the description of culture-level value preferences. We recommend a re-conceptualization of Schwartz's culture-level value theory to an orthogonal two-dimensional structure, namely as vs. and vs. , which we explain based on heterogeneity in socioecological indicators across countries. We conclude that societal challenges may influence the cultural value climate across countries.