Several researchers have used the RVS to measure human values The results of the studies indicated numerous cultural differences in values between various Western and Asian countries. The RVS was also used to construct the"List of Values" that included values such as a sense of belonging, fun and enjoyment, warm relationships with others; self-fulfilment: being well respected, sense of accomplishments, security; self-respect; and excitement. The List of Values' was used several times for marketing research purposes