1. Value and Value orientation Petra Škudrnová

2. Structure of presentation • Value • general definition of value • selected concepts of value • main social term • function of value • Value orientation • Springer's value orientation • Rokeache value orientation • Schwarz‘s value orientation

3. General definition of value • Definition of values • impossible exactly define • possible to define their contents • indicator of its contents • values as object of approach • changing in time • important to examine values development etc. • changing between values approaches

4. General definition of value • Values as object of approach means: • something, what we can define of nominal definition • something, what we can delimit by algorithm • something, what is subject of social research • something, what is in whole society • something, what is subject of research

5. Selected concepts of value • Relationbetween values and assessment • Value recognition • Concepts of value • product of subjective relation to reality • product of religion • part of biological disposition of human • tool and result of group control • Common points

6. Selected concepts of value • Typology of value types and their appearance in society • typology by Eduard Spranger • 6 types of values ( theoretical, esthetical, economic, social, power, religious) • typology by stern • typology bases on empiric research • Schwartz, Inglehart, Hofstede

7. Main social terms • Important to understand them because of the value research • Main social term: value preferences, value ladder, value orientation, value structure • Value preferences • formal hierarchy: marker of scale • content hierarchy: areas and the significance of the value for a subject • value ladder • preferences are usually sorted in these categories: • family, friends, leisure time, work, politics, religion

8. Main social terms • Value orientations • Way, direction, aim of values • Influence of humans behavior • Value structure • Acceptable rules of behavior and interaction • Connection of value preferences, value orientation etc.

9. Function of values • roots of culture • makers of personality • source for motivation and behavior • identifier of group, ethnic, institution • source of social and cultural cohesion • sources of characteristic of social stratification • attribute of morale • the basis of politic philosophy and ideology • social values researches

10. Value orientation • Eduard Spranger • a German philosopher and psychologist • born 1882 • Types of men ( personality theory) • Spranger's value orientation • 6 types of values • application of these types of values in human experience →6 types of human value orientation

11. Value orientation Types of human value orientation • Theoretical human • the discovery of truth • Esthetical human • adventure on the world, esthetical feeling, form and harmony • Economic human • own utility and gain, egoistic

12. Value orientation Types of human value orientation • Social human • love of people • Power human • power, position to affect and influence others • Religious human • meaning of the world, highest value – unity

13. Value orientation • Michael Rokeache • a Polish - American social psychologist • born in 1918 • division of values on • target – terminal values - define the ending state • instrumental values – modes of behavior • the principle of measurement of value orientation • an ordering of 18 terminals and 18 instrumental sorted alphabetically values

14. Value orientation The terminal values The Instrumental Values cheerfulness ambition love cleanliness self-control capability courage politeness honesty imagination independence intellect broad-mindedness logic obedience helpfulness responsibility forgiveness • true friendship • mature love • self-respect • happiness • inner harmony • equality • freedom • pleasure • social recognition • wisdom • salvation • family security • national security • a sense of accomplishment • a world of beauty • a world at peace • a comfortable life • an exciting life

15. Value orientation • Shalom H. Schwartz • a social psychologist, cross-cultural researcher • an author of Theory of basic human values • application of the model in 20 countries • Schwartz theory: • motivational types can be divided into axial field • vertical axis: values direction of an individual • horizontal axis: openness to change x conservation

16. Value orientation • ggraphic expression of empirical relations between types of values • the closer are the two types of values ​​in any direction, the more similar are their motivations

17. Sources • PRUDKÝ, Libor. Inventura hodnot: Výsledky sociologických výzkumu hodnot ve společnosti České republiky. 1. vyd. Praha: Academia, 2009. ISBN 978_80_200_1751_2. • VYSEKALOVÁ, J. 2004. Psychologie spotřebitelé – Jak zákaznici nakupují. Praha: Granda Publishing, 2004. ISBN 80-247-0393-9.

18. Thank you for your attention