Values, deviance and conformity: Measuring values with the factorial survey method

Abstract

The value concept is regularly employed by sociologists and social psychologists. Despite the ubiquitous nature of the concept, values are not a relevant theoretical construct in much social theory and the concept remains difficult to measure. This project tackles both theoretical and methodological shortcomings in the study and application of values. Two cutting edge methods of value measurement are used--the Schwartz Value Survey and the factorial survey method--and their results compared to assess the validity of these measures. There is little convergent validity with these two methods, perhaps due to some of the difficulties encountered when measuring values in the first place. In terms of content validity, both measures of values demonstrate a relationship between people's values and their deviant behavior. Surprisingly, this result has been difficult to obtain in the criminological literature. A theory that specifies a direct mechanism between values and deviance--cultural deviance theory--is tested. Evidence supports the notion that people who are more likely to be deviant, are also more likely to place a higher priority on "subterranean" values for wealth, aggression, competition, and beating the system, while simultaneously placing a low priority on "mainstream" values like trustworthiness and equality. Results could also apply to other criminological theories that have previously ignored values as an important theoretical construct.