The scales you completed was the Consumer Values Scale is currently being developed by Ravi Iyer of Ranker , Graham Hill of San Francisco State University and Sarah Hardwick of Zenzi.

The scales measure six dimensions that we believe predict a large amount of variance in terms of the kinds of consumption decisions that people make. In this case, we are defining consumption broadly to include not just material goods, but also the experiences one buys, the causes one supports, and the places one travels. The six dimensions we are currently measuring are:
- Prestige: How much one sees wealth as a sign of success.
- Purpose: How altruistic one is.
- Pleasure: How much one values fun in the present moment.
- Freedom: How much one values independence.
- Security: How much one values security and safety.
- Tradition: How much one values tradition.

The idea behind the scale is that people's values may be related to what they purchase, experience, consume, and desire. For example, in previous samples, we have found that those who are high in self determination, support, and generosity tend to do more research on their purchases. Those who value tradition and wealth are more responsive to ads. The graph below shows your values on these scales with your score (in green) compared to the average scores of female (in brown) and male (in orange) visitors to this website.

Your values also predict the kinds of things that you are interested in. For example, people who value Purpose are generally far more likely to have "liked" a non-profit organization on Facebook, while those who value Tradition are more likely to have "liked" an Actor. Below is a comparison of your Facebook likes in various categories, as compared to others.

Based on the data we have already collected:

The more non-profit organizations Likes you have (e.g., American Psychological Association, Bill & Melinda Gates Foundation, Heroic Imagination Project) the less you are predicted to value prestige.
The more product / services Likes you have (e.g., iTunes, Lumosity, Nike) the less you are predicted to value purpose.
The more community Likes you have (e.g., Best Vines, Funny Photo's, Beautiful Minds) the more you are predicted to value pleasure.
The more company Likes you have (e.g., Apple Inc., Disney, Netflix) the less you value freedom.
The more local business Likes you have (e.g., Farm Fresh To You, Humboldt Film Festival, Mineral Wines) the more you are predicted to value security.
The more actor / director Likes you have (e.g., James Franco, Emma Watson, George Takei) the more you are predicted value tradition.

You can use this data to compare your Facebook “likes” profile to your overall values profile. Take a look again at your scores on the first graph, and then compare them to your “likes” profile on the second graph. For example, if your scored lower on Prestige, you would also be expected to score higher on “non-profit organizations” likes. If you scored higher on Pleasure, you would also be expected to score higher on “community” likes. Compare, and see if your values profile matches your “likes” profile.

To learn more about how motivation and values affect businesses and consumers, consider reading Peak, by Chip Conley.

Would you like to learn more about yourself? Do you know your scores on the five fundamental dimensions of personality? You will when you take the Big Five personality test. Do you want to know how happy is your subconscious? Take our Happiness IAT and find out. Do you want to know you feel about your past, present, and future? Take the Time Attitudes Survey and learn about your relation with time. You can learn about the values that shape your life choices by taking the Importance of Happiness Survey.

Do you have ideas on improving this study? Or did you encounter any difficulties in answering the questions? Click here to send a message to the creators of this study.

Learn more about your happiness and spending habits!

Featured Studies
Importance of Happiness Survey:
How much will you sacrifice for more happiness?
36 questions
The Big Five personality test:
How do you score on the five fundamental dimensions of personality?
29 questions
A 2-week Gratitude Intervention:
Can recalling grateful events increase your happiness? Note: only people who register with FB can take this study
About 5 minutes nightly for two weeks
contact: webmaster at beyondthepurchase dot org