Measuring cultural values at the individual-level: considering morality in cross-cultural value research

Abstract

RESUMOValores compartilhados são tipicamente vistos como um dos aspectos centrais da cultura. O procedimento comum para derivar valores culturais compartilhados é feito por meio da análise das prioridades dos valores individuais no nível cultural. Este artigo delineia os problemas conceituais e metodológicos associados com esse procedimento. Descobertas feitas por meio de estudos empíricos selecionados são apresentadas para corroborar essa crítica. Meios alternativos para medir valores culturais no nível individual são apresentados e classificados em uma taxonomia de valores. Nessa taxonomia, estudos anteriores têm até agora focalizado a medição de valores por meio da importância atribuída, refletindo o que os indivíduos ou grupos sociais desejam. Contudo, argumenta-se que, se valores culturais são supostamente compartilhados, eles deveriam refletir o que é desejável, isto é, o que o indivíduo deve valorizar ou empenhar-se para alcançar como um objetivo de vida em uma determinada sociedade. Isso constitui uma nova abordagem para a mensuração de valores culturais que propõe que sejam medidos no nível individual, utilizando-se perguntas que envolvam moralidade. Sugestões são feitas sobre como os valores culturais poderiam ser operacionalizados, referindo-se aos valores morais individuais ou àqueles de um grupo social. Os benefícios da utilização de taxionomia de valores para pesquisas futuras são eventualmente descritos. PALAVRAS-CHAVEValores; Cultura; Moralidade; Mensuração; Teoria. ABSTRACTShared values are typically seen as one of the core aspects of culture. The usual procedure for deriving shared cultural values is through analyzing individuals' value priorities at the cultural-level. This paper outlines the conceptual and methodological problems associated with this procedure. Findings from selected empirical 62• RAM -REVISTA DE ADMINISTRAÇÃO MACKENZIE, V. 10, N. 3 • SÃO PAULO, SP • MAI./JUN. 2009 • p. 60-83 • ISSN 1678 studies are presented to corroborate this critique. Alternative ways of measuring cultural values at the individual-level are presented and classified into a value taxonomy. Within this taxonomy past studies have so far focused on measuring values through importance ratings reflecting what individuals or social groups "desire". However, the argument is made that if cultural values are supposed to be shared they should reflect what is "desirable", i.e. what one "ought" to value or to strive for as a goal in life in a certain society. This constitutes a new approach for the measurement of cultural values. It is proposed that cultural values are measurable at the individual-level using the concept of morality. Suggestions are made how moral values could be operationalized referring to either the individual's moral values or those of a social group. The benefits of the value taxonomy for future research are eventually described.

Beyond conflict: exploring the spectrum of human–wildlife interactions and their underlying mechanisms

“…Value orientation can be understood as a preferred organization of beliefs that mediates an individual's relationship with society and the environment (Kluckhohn, 1951). Values enable an individual to choose a conduct that is personally or socially preferable (Rohan, 2000; Vauclair, 2009). Value orientations are affected by ethnicity, religious and cultural beliefs, personal and social norms about the animal in question, a sense of social identity (for example, whether one is a hunter or a farmer), and can be influenced by one's environment (e.g.…”

On the Work Values of Entrepreneurs and Non-Entrepreneurs: A European Longitudinal Study

“…In a similar way, Inglehart (1997) says that 'culture' is a set of basic shared values contributing to shape people's behavior in a society. Vauclair (2009) reinforces that these shared values serve a purpose in social groups or cultures: these are guidelines that regulate behavior of its members in a way that permit the organization of collective life and the interaction of individuals.…”

“…Shared values can have two distinct but interrelated aspects (Roe and Ester, 1999): a collective and individual aspects. These aspects are associated by Parashar, Dhar and Dhar (2004) (Vauclair, 2009).…”

“…Values can be distinguished as individual and collective values and that is why values can be useful in understanding culture (Vauclair, 2009).…”

“…Hofstede (1980) treats values as part of culture and defines a specific set of values (country-level dimensions), which describe some aspect of culture and human activities: Collectivism versus Individualism (relation between individuals and groups), Femininity versus Masculinity (allocations of roles between sexes), Tolerance versus Intolerance of Uncertainty (stance toward the future), and Power Equalization versus Power distance (management of inequality between people). These Hofstede's country level dimensions are not replicable in the individual level (Vauclair, 2009). While Hofstede's model relates to geographic and macro-economic variables, Schwartz (1994) developed an alternative theory, suggesting that some values can serve both individual and collective interests (Gouveia and Ros, 2000).…”