10 Basic Value Types
(guiding principles within a culture)


Power
the role of social status and prestige, 
the level of control or dominance over people and resources
Achievement
the emphasis on personal success
Hedonism
the role of pleasure or sensual self-gratification
Stimulation
the need for excitement, novelty, challenge in life
Self-direction
independence in thought and action
Universalism
understanding, appreciating, tolerating, and protecting 
the welfare of other people and of nature
Benevolence
preserving and enhancing the welfare of others 
with whom one is in frequent contact
Tradition
accepting, being committed to, and respecting customs 
and ideas that one's culture / religion impose
Conformity
restraint of actions which may upset or harm others 
or violate social norms
Security
emphasis on safety, harmony, 
and stability of society, relations (family), and of self
NOTE:  These 10 basic values may be arranged in a circle.  Adjacent values are complementary while those on the other side of the circle are in opposition. While these each of these values is found to some extent in every culture, the emphasis will vary.  Thus American / European cultures tend to emphasize values of self-direction while Asian and African cultures tend to emphasize values of conformity.