Value-Group Analysis of Cultural Values in Heterogeneous Populations

Summary

This paper suggests an improved methodology for the examination of cultural values in which homogeneous groups are presented as an alternative to the examination of measures of central tendency for population and a priori determined groups.

Rokeach value scale and demographic data for the study were collected from 672 members of the University of South Carolina Consumer Panel. A cluster analytic approach was utilized to determine four groups of respondents with homogeneous and statistically distinct value systems. Membership in a homogeneous value group was found to be related to education level, job type, and family income. Race and sex differences were not determined for group membership; however such differences were evident when race and sex a priori groups were examined singularly. The author contends the determination of groups with homogeneous value structures is a viable alternative to the use of a priori stereotype groupings, such as sex, race, or age.