Survey of the American Consumer - GfK MRI

Page 77
PERSONAL VALUES
PERSONAL VALUES
69N
Please rate on a scale of 1 to 7, with ‘1’ meaning not at all important and ‘7’ meaning extremely important. For each personal value, please circle the
number that best describes how important, if at all, it is to you as a guiding principle in your life. You should mark values that are of average importance
to you towards the middle of the scale.
How Important To You?
Not at all Average Extremely
important importance important
1. Wealth: Having material possessions, a lot of money 1 2 3 4 5 6 7
2. Status: Achieving a higher social status 1 2 3 4 5 6 7
3. Ambition: Aspiring to get ahead 1 2 3 4 5 6 7
4. Honesty: Being sincere, having integrity 1 2 3 4 5 6 7
5. Being in tune with nature: Fitting into nature 1 2 3 4 5 6 7
6. Preserving the environment: Helping to preserve nature 1 2 3 4 5 6 7
7. Creativity: Being creative, imaginative 1 2 3 4 5 6 7
8. Freedom: Having freedom of action and thought 1 2 3 4 5 6 7
9. Curiosity: Wanting to explore and learn about new things 1 2 3 4 5 6 7
10. Public image: Protecting my reputation, saving face 1 2 3 4 5 6 7
11. Protecting the family: Having safety for loved ones 1 2 3 4 5 6 7
12. Social responsibility: Working for the welfare of society 1 2 3 4 5 6 7
13. Equality: Desiring equal opportunity for all 1 2 3 4 5 6 7
14. Stable personal relationships: Maintaining a long-term commitment to friends
and loved ones 1 2 3 4 5 6 7
15. Romance: Having romance in my life 1 2 3 4 5 6 7
16. Enjoying life: Doing things because I like them 1 2 3 4 5 6 7
17. Having fun: Having a good time 1 2 3 4 5 6 7
18. Adventure: Seeking adventure and risk 1 2 3 4 5 6 7
19. Sex: Achieving a fulfilling sexual life 1 2 3 4 5 6 7
20. Looking good: Seeking the utmost attractive appearance 1 2 3 4 5 6 7
21. Duty: Fulfilling obligations to family, community and country 1 2 3 4 5 6 7
22. Respecting ancestors: Showing respect for those who came before us 1 2 3 4 5 6 7
23. Traditional gender roles: Following traditional roles for men and women 1 2 3 4 5 6 7
24. Faith: Holding to religious faith and belief 1 2 3 4 5 6 7
25. Learning: Continuing to learn throughout my life 1 2 3 4 5 6 7
26. Helpfulness: Making the effort to assist others 1 2 3 4 5 6 7
27. Friendship: Having close, supportive friends 1 2 3 4 5 6 7
28. Power: Having control over people and resources 1 2 3 4 5 6 7
29. Open-mindedness: Being broad-minded 1 2 3 4 5 6 7
30. Social tolerance: Respecting ethnic, religious, and racial differences 1 2 3 4 5 6 7
31. Authenticity: Being true to myself 1 2 3 4 5 6 7
32. Self-reliance: Being self reliant, choosing my own goals 1 2 3 4 5 6 7
33. Tradition: Preserving time-honored customs 1 2 3 4 5 6 7
34. Being youthful: Feeling young 1 2 3 4 5 6 7
35. Excitement: Having stimulating experiences 1 2 3 4 5 6 7
36. Self-interest: Putting my interests ahead of others' 1 2 3 4 5 6 7
37. Knowledge: Being well educated 1 2 3 4 5 6 7
38. Simplicity: Keeping your life and mind as uncluttered as possible 1 2 3 4 5 6 7
39. Cultural purity: Keeping my culture free from outside influences 1 2 3 4 5 6 7
40. Working hard: Always giving my best effort 1 2 3 4 5 6 7
41. Modesty: Being modest, self-effacing 1 2 3 4 5 6 7
42. Thrift: Being economical or careful with money and avoiding excesses 1 2 3 4 5 6 7