The Portrait Values Questionnaire (PVQ) is a widely recognized instrument developed by psychologist Shalom H. Schwartz, forming a core part of his comprehensive Theory of Basic Human Values. This theory, validated across numerous cultures, identifies ten fundamental, motivationally distinct types of values that are universally recognized.
Unlike the more abstract Schwartz Value Survey (SVS), the PVQ is designed to be more accessible, especially for younger individuals and diverse populations. It presents short, concrete descriptions of individuals’ goals, aspirations, or characteristics, and asks respondents to indicate how much they are like the person described. This format makes it easier for individuals to relate to the values without needing to interpret abstract concepts.
The PVQ measures an individual’s prioritization of these ten universal values, which are:
Power: Emphasis on social status, prestige, control, and dominance over people and resources.
Achievement: Focus on personal success through demonstrating competence according to social standards.
Hedonism: Seeking pleasure and sensuous gratification for oneself.
Stimulation: Desire for excitement, novelty, and challenge in life.
Self-Direction: Independent thought and action, encompassing creativity and exploring one’s own choices.
Universalism: Understanding, appreciation, tolerance, and protection for the welfare of all people and for nature. This often includes concerns about social justice and environmental protection.
Benevolence: Preserving and enhancing the welfare of those with whom one is in frequent personal contact (e.g., family, friends). This involves being loyal, dependable, and forgiving.
Tradition: Respect, commitment, and acceptance of the customs and ideas that traditional culture or religion provides.
Conformity: Restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations or norms. This includes politeness and self-discipline.
Security: Safety, harmony, and stability of society, of relationships, and of self.
The PVQ presents a series of “portraits” (descriptions) of different people. For each portrait, respondents answer questions like “How much like you is this person?” The responses are then used to infer the importance of the underlying values to the individual. This indirect approach is particularly effective because it bypasses the need for respondents to have a sophisticated understanding of abstract value concepts.
Universality vs. Prioritization: While the ten values are considered universal, individuals differ significantly in how they prioritize them. Everyone holds all ten values to some degree, but the relative importance placed on each varies, creating unique individual value hierarchies.
Dynamic Relationships: The values are not isolated; they relate to each other in a dynamic, circular structure. Some values are compatible (e.g., Conformity and Security), while others conflict (e.g., Power and Universalism). Understanding these relationships helps explain internal conflicts people might experience when making choices.
Research and Application: The PVQ, in its various forms (e.g., 40-item PVQ, 57-item PVQ-RR), has been extensively used in psychological research to understand how values influence attitudes, behaviors, and social phenomena across different cultures and demographics. It is a valuable tool for academic study, cross-cultural comparisons, and even informal self-reflection.
It’s important to note that while simplified versions or checklists based on the PVQ might be created for informal self-discovery (as described in your provided document), formal psychological instruments like the full PVQ undergo rigorous validation processes to establish their reliability and validity for research and assessment purposes.
