Organizational structure of values

Lawrence A. Crosby, M J Bitner, James D. Gill

Research output: Contribution to journalArticlepeer-review

53 Scopus citations


The study reported here attempts to overcome weaknesses in previous investigations of the factor structure of the Rokeach Value Survey. The approach involves comparing a priori models of how values are organized by testing hierarchically nested models using confirmatory factor analysis. One model posits that values are independent, while the other models suggest that both terminal and instrumental values can be organized along a few underlying dimensions. The findings indicate that 1) instrumental values ratings reflect the importance of three underlying unipolar dimensions: self-direction, conformity, and virtousness; 2) terminal values ratings reflect the importance of one bipolar dimension, self-actualization versus hedonism, and two unipolar dimensions: idealism and security.

Original languageEnglish (US)
Pages (from-to)123-134
Number of pages12
JournalJournal of Business Research
Issue number2
StatePublished - Mar 1990

ASJC Scopus subject areas

  • Marketing


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