| Abstract: | Two general approaches have been used to measure human values. In one approach, a direct approach, people are asked to endorse value statements. In the other approach, an indirect approach, people are asked to make choices indicative of their values. The intent of the current study was to compare these two general approaches to the measurement of values. Initially, 195 undergraduates were asked to complete both a direct measure and an indirect measure of their values before starting work on three performance tasks: an entrepreneurial task, a consulting task, and a marketing task. When scores on these performance tasks were regressed on the value measures, it was found that both types of measures yielded effective prediction. The indirect measures, however, appeared to yield better prediction and better discrimination of cross-task performance differences than the direct measures. The implications of these findings with respect to the identification and assessment of values are discussed. |
