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Personal Values and Public Opinion

By H. Whitt Kilburn

Abstract

Social science considers values a key motivator of human behavior, yet studies of values in public opinion have tended to focus on more limited political values. I investigate how a general theory of human values (Schwartz, 1992) shapes public opinion. In one dimension, individuals are motivated by a desire for independent thought and action versus conformity to traditional social norms; in the second, individuals are motivated by a desire to care for others versus control or achieve superior social status over them. Copyright (c) 2009 by the Southwestern Social Science Association.

DOI identifier: 10.1111/j.1540-6237.2009.00667.x
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