Conformity
Restraint of actions that could upset others or violate social norms.
Universal theory of values · Shalom H. Schwartz (1992) 
Schwartz's Universal Values
Schwartz's theory identifies ten fundamental values found across all human cultures. These values are defined as trans-situational goals that guide our decisions. They form a circular continuum where some are complementary and others are in tension — a model validated in over forty languages and countries.
Key dimensions
01
Openness to change
Groups Self-direction and Stimulation. Favors exploration, change, and novelty.
02
Conservation
Groups Security, Tradition, and Conformity. Favors stability and shared norms.
03
Self-transcendence
Groups Universalism and Benevolence. Favors the well-being of others and nature.
04
Self-enhancement
Groups Achievement and Power. Favors personal success and control.
Model categories
Tradition
Respect, commitment, and acceptance of the customs and ideas of one's culture or religion.
Benevolence
Preservation and enhancement of the welfare of close people.
Universalism
Understanding, tolerance, and protection of the welfare of all and of nature.
Self-direction
Independent thought and action.
Stimulation
Excitement, novelty, and challenge.
Hedonism
Pleasure and self-gratification.
Achievement
Personal success through demonstration of competence according to social standards.
Power
Attainment of prestige, control over people and resources.
Security
Safety, harmony, and stability of society, relationships, and the self.
Key takeaways
- Values are trans-situational guiding principles.
- They form a circular continuum of motivations.
- Some values are structurally opposed (e.g., Power vs Universalism).
- The model is used to assess fit between a candidate's values and an organization's.
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