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Terminal values are beliefs or conceptions about ultimate goals of existence that are worth surviving for, such as happiness, self-respect, and freedom. [8] The value survey asks subjects to rank the values in order of importance to them. [7] The actual directions are as follows: “Rank each value in its order of importance to you.
The six core values are the broadest category and are, “core characteristics valued by moral philosophers and religious thinkers”. [1]: 13 Peterson and Seligman then moved down the hierarchy to identify character strengths, which are “the psychological processes or mechanisms that define the virtues”. [1]: 13
The task for participants in the survey is to arrange the 18 terminal values, followed by the 18 instrumental values, into an order "of importance to YOU, as guiding principles in YOUR life". [1]: 27 The RVS has been studied in the context of personality psychology, behavior, marketing, social structure and cross-cultural studies.
A "must-have" value is a value you have acted on or thought about in the previous 24 hours (this value item would receive a score of 6 or 7 on the Schwartz scale). A "meaningful" value is something you have acted on or thought about recently, but not in the previous 24 hours (this value item would receive a score of 5 or less). [17]
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VALS (Values and Lifestyle Survey) [1] is a proprietary research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them.
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