The theory of basic human values, developed by Shalom H. Schwartz from 1992 onwards, proposes that ten universal values structure human motivations across all cultures. These values are not opinions or attitudes — they are deep orientations toward what matters, criteria for judging actions, people and events. They guide decisions without one always being conscious of it.
The strength of the model lies in its circular structure and two bipolar axes. Adjacent values on the circle are compatible; opposing values create motivational tensions. Understanding your value profile means understanding why certain choices feel obvious to you and others come at a cost.
The ten universal values
Independence of thought and action. Creativity, curiosity, freedom to choose one's own goals. Central value on the Openness to Change axis.
Novelty, challenge, excitement in life. Search for variety and intensity. Strong correlation with Extraversion and Openness in the Big Five.
Pleasure and sensory gratification. Satisfaction of personal needs. Junction point between Openness to Change and Self-Enhancement.
Personal success through demonstrating competence according to social standards. Ambition, capability, influence.
Social status, prestige, control over people and resources. Authority and wealth as means of influence.
Stability, personal and social safety, harmony and order. Fundamental value on the Conservation axis.
Restraint of impulses and actions likely to disrupt social norms and harm others. Obedience, self-discipline.
Respect and commitment to cultural or religious customs and ideas. Humility, devotion, acceptance of one's place in life.
Preservation and enhancement of the well-being of close others. Honesty, loyalty, generosity toward those with whom one is in regular contact.
Understanding, tolerance, protection of the well-being of all people and nature. Social justice, egalitarianism, global vision.
The two structuring axes
Schwartz's model is organized around two fundamental tensions. The first axis opposes Openness to Change (Self-Direction, Stimulation) to Conservation (Conformity, Tradition, Security): how drawn you are to novelty and change versus stability and tradition. The second opposes Self-Enhancement (Achievement, Power) to Self-Transcendence (Benevolence, Universalism): how much you prioritize your personal interests versus those of others.
These tensions are not flaws — they are structures. A strong profile on Self-Direction and Universalism reflects someone who wants to be free AND contribute to the common good. A strong profile on Achievement and Tradition reflects personal ambition rooted in respect for established norms. Neither is superior — they simply generate different life choices, and different expectations in a relationship.
Values and couple compatibility
Values are the most non-negotiable terrain in a relationship. Two people with very similar Big Five profiles but divergent values on the Conservation/Openness axis may coexist peacefully day-to-day — and clash over major decisions: where to live, how to raise children, their relationship to money, family, religion.
Schwartz's research and collaborators show that value similarity is a robust predictor of long-term relational satisfaction — superior to personality similarity. Two people with convergent value profiles naturally find agreement on important decisions, even when they have different characters. The AI Connection Lab places the values questionnaire at the heart of its compatibility analysis for this reason.
Take the values test for free →Frequently asked questions
Do values change with age?
Yes, moderately. Cross-cultural research shows that Security and Conformity increase slightly with age, while Stimulation and Hedonism decrease. These changes are gradual and reflect real life adjustments. A person's value profile at 35 resembles that at 30 more than the one projected for age 60.
Is Schwartz's theory universal?
Yes — that is precisely its major contribution. Schwartz tested his model in more than 80 countries and found the same circular ten-value structure across cultures. Average levels vary (collectivist cultures score higher on Conformity and Tradition), but the structure and tensions between values are constant. It is the most cross-culturally validated values model available.
How do you distinguish values from personality?
Personality describes how you behave — your stable tendencies (introversion, conscientiousness, etc.). Values describe why — what matters to you, what you seek to achieve. An introverted person can have Universalism or Achievement as their core value — their introversion determines how they pursue those goals, not which ones they choose.
Can someone have contradictory values?
Yes, and that is normal. All profiles present tensions — that is the very structure of the model. What varies is relative intensity. A person strong on Self-Direction AND Conformity experiences a real tension between their need for independence and their attachment to social norms. This tension is not a problem to solve — it is a dynamic to know.
Schwartz, S. H. (1992). Universals in the content and structure of values. Advances in Experimental Social Psychology, 25, 1–65. — Schwartz, S. H. et al. (2012). Refining the theory of basic individual values. Journal of Personality and Social Psychology, 103(4), 663–688. — Sagiv, L. & Schwartz, S. H. (1995). Value priorities and readiness for out-group social contact. Journal of Personality and Social Psychology, 69(3), 437–448. — Bardi, A. & Schwartz, S. H. (2003). Values and behavior: strength and structure of relations. Personality and Social Psychology Bulletin, 29(10), 1207–1220.