Abstract:

The paper presents a two-dimensional value system centered around modern traditional and individual versus social orientation, and shows how the dimensions are derived and how they relate to other comprehensive value systems such as VALS, RISK, CCA, and the like. A simple Kompas value chart description of the findings is introduced and if is shown how different groups of consumers, media-users, and others vary markedly. That values discriminate better than traditional socio- demographic criteria is also illustrated, and the possible application of the findings across countries and over time is discussed.