theories suggest that an individual’s
values are organised in a cognitive belief
hierarchy consisting of global values,
domain-specific values and attitudes (Rokeach,
1973; Vinson et al., 1977). The first level
corresponds to the type of values defined by
Rokeach (1973) and Schwartz (1992), who
considered values as trans-situational, enduring beliefs concerning desired states of
existence or modes of behaviour. Global values
are the most central belief category. Values are
not directed towards any specific object or
idea; rather, they provide standards relating to
modes of conduct, goals and evaluations
(Lessig, 1975). Some values may be centrally
located within a person’s belief system, and
may therefore be closely related to the self
(Verplanken and Holland, 2002). These values
can thus be considered to guide our behaviour,
theories suggest that an individual’svalues are organised in a cognitive beliefhierarchy consisting of global values,domain-specific values and attitudes (Rokeach,1973; Vinson et al., 1977). The first levelcorresponds to the type of values defined byRokeach (1973) and Schwartz (1992), whoconsidered values as trans-situational, enduring beliefs concerning desired states ofexistence or modes of behaviour. Global valuesare the most central belief category. Values arenot directed towards any specific object oridea; rather, they provide standards relating tomodes of conduct, goals and evaluations(Lessig, 1975). Some values may be centrallylocated within a person’s belief system, andmay therefore be closely related to the self(Verplanken and Holland, 2002). These valuescan thus be considered to guide our behaviour,
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