1. Value and Value orientation Petra Škudrnová

2. Structure of presentation Value – general definition of value – selected concepts of value – main social term – function of value Value orientation – Springer's value orientation – Rokeache value orientation – Schwarz‘s value orientation

3. General definition of value Definition of values – impossible exactly define – possible to define their contents – indicator of its contents – values as object of approach – changing in time – important to examine values development etc. changing between values approaches

4. General definition of value Values as object of approach means: – something, what we can define of nominal definition – something, what we can delimit by algorithm – something, what is subject of social research – something, what is in whole society – something, what is subject of research

5. Selected concepts of value Relation between values and assessment Value recognition Concepts of value – product of subjective relation to reality – product of religion – part of biological disposition of human – tool and result of group control Common points

6. Selected concepts of value Typology of value types and their appearance in society – typology by Eduard Spranger 6 types of values ( theoretical, esthetical, economic, social, power, religious) – typology by stern – typology bases on empiric research Schwartz, Inglehart, Hofstede

7. Main social terms Important to understand them because of the value research Main social term: value preferences, value ladder, value orientation, value structure Value preferences – formal hierarchy: marker of scale – content hierarchy: areas and the significance of the value for a subject – value ladder – preferences are usually sorted in these categories: family, friends, leisure time, work, politics, religion

8. Main social terms Value orientations – Way, direction, aim of values – Influence of humans behavior Value structure – Acceptable rules of behavior and interaction – Connection of value preferences, value orientation etc.

9. Function of values roots of culture makers of personality source for motivation and behavior identifier of group, ethnic, institution source of social and cultural cohesion sources of characteristic of social stratification attribute of morale the basis of politic philosophy and ideology social values researches

10. Value orientation Eduard Spranger – a German philosopher and psychologist – born 1882 – Types of men ( personality theory) Spranger's value orientation – 6 types of values – application of these types of values in human experience →6 types of human value orientation

11. Value orientation Types of human value orientation Theoretical human – the discovery of truth Esthetical human – adventure on the world, esthetical feeling, form and harmony Economic human – own utility and gain, egoistic

12. Value orientation Types of human value orientation Social human – love of people Power human – power, position to affect and influence others Religious human – meaning of the world, highest value – unity

13. Value orientation Michael Rokeache – a Polish - American social psychologist – born in 1918 – division of values on target – terminal values - define the ending state instrumental values – modes of behavior – the principle of measurement of value orientation an ordering of 18 terminals and 18 instrumental sorted alphabetically values

14. Value orientation The terminal values true friendship mature love self-respect happiness inner harmony equality freedom pleasure social recognition wisdom salvation family security national security a sense of accomplishment a world of beauty a world at peace a comfortable life an exciting life The Instrumental Values cheerfulness ambition love cleanliness self-control capability courage politeness honesty imagination independence intellect broad-mindedness logic obedience helpfulness responsibility forgiveness

15. Value orientation Shalom H. Schwartz – a social psychologist, cross-cultural researcher – an author of Theory of basic human values – application of the model in 20 countries Schwartz theory: – motivational types can be divided into axial field – vertical axis: values direction of an individual – horizontal axis: openness to change x conservation

16. Value orientation ggraphic expression of empirical relations between types of values the closer are the two types of values ​​in any direction, the more similar are their motivations

17. Sources PRUDKÝ, Libor. Inventura hodnot: Výsledky sociologických výzkumu hodnot ve společnosti České republiky. 1. vyd. Praha: Academia, 2009. ISBN 978_80_200_1751_2. VYSEKALOVÁ, J. 2004. Psychologie spotřebitelé – Jak zákaznici nakupují. Praha: Granda Publishing, 2004. ISBN 80-247-0393-9.

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