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. We are broadly interested in exploring the relationship between values and spending behavior with an eye towards helping consumers self-actualize through their consumption patterns better.

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.

The graph below shows your values on these scales with your score (in green) compared to those of the average Liberal (in blue) and the average Conservative (in red) visitor to this website.





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.


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