Assessing cultural values: developing an attitudinal scale

Abstract

Attitude-behaviour, Cultural worldview scale, Scale development, Factor analysis, Population segmentation, Nonmarket valuation, Z11,

Cultural Attitudes as WTP Determinants: A Revised Cultural Worldview Scale

“…As to the structure of the CW scale, Choi et al [18] identified nineteen items that showed four underlying factors: perceived connectedness between people of different generations and different cultural backgrounds (F1; LINKAGES), recognition of diverse cultural values (F2; RECOGNITION), awareness of cultural loss (F3; LOSS), and preservation of traditions and customs (F4; TRADITIONS). When Choi et al [18] tested this scale with two Australian samples with partially different items, the four-dimensional structure was reasonably stable and reliable, with Cronbach's alpha (showing internal consistency) values ranging between 0.69 and 0.83 for the four sub-scales.…”

“…When Choi et al [18] tested this scale with two Australian samples with partially different items, the four-dimensional structure was reasonably stable and reliable, with Cronbach's alpha (showing internal consistency) values ranging between 0.69 and 0.83 for the four sub-scales. Research has also demonstrated the content validity, predictive validity, and construct validity of the CW scale, although, there is some suggestion that the cultural loss sub-scale (F3) may not contribute to the overall explanatory power of the scale as much as the other factors [18]. Choi et al [18] proposed a combined version, which has not been empirically tested as a single scale, with the nineteen items slightly modified from those used in the two case studies (see Table 3).…”

“…Research has also demonstrated the content validity, predictive validity, and construct validity of the CW scale, although, there is some suggestion that the cultural loss sub-scale (F3) may not contribute to the overall explanatory power of the scale as much as the other factors [18]. Choi et al [18] proposed a combined version, which has not been empirically tested as a single scale, with the nineteen items slightly modified from those used in the two case studies (see Table 3). Consequently, further research is needed to confirm whether the four dimensions of the CW scale persist in other contexts, particularly involving non-Western samples, and whether this four-factor structure is empirically meaningful.…”

“…Systematic measures of cultural attitudes are useful, and in many cases necessary, to investigate the multidimensional nature of cultural preferences [16,17] and to reveal how respondents can vary in their cultural attitudes. To address this research gap, Choi et al [18] developed a Cultural Worldview (CW) scale that aimed to measure procultural attitudes (i.e., perceived human-culture relationships) in terms of general beliefs and perceptions (i.e., general attitudes). Attitudes are broadly defined as a mental state in which a favorable or unfavorable evaluation toward an object is processed [19].…”

“…Building on the multidimensional nature of cultural values [16,17], the CW scale addresses the heterogeneity issue of cultural nonmarket valuation by providing additional information about latent constructs of people's cultural concern and about individual positions in the constructs. Choi et al [18] defined cultural value as the perceived economic significance of cultural goods and services in an effort to explain why some people attach more value (significance or importance) to the same degree of conservation activities involving cultural heritage than others. Alternative definitions are also available in the literature where cultural values can also refer to various social cognitions about culture, which might be of a different entity from economic values of cultural goods and services.…”