Validity Problems Comparing Values Across Cultures and Possible Solutions

The authors argue that commonly used ranking and rating methods of value surveys may have low validity in cross-cultural value comparisons because participants' reports about values can be affected by factors such as cultural differences in the meaning of particular value terms as well as the possibility that some value judgments are based on social comparison or deprivation rather than on any "direct reading" of personal preferences. Four different value survey methods—ranking, rating, attitude scale, and behavioral scenario methods—were compared. It was found that ranking and rating methods of assessing differences between Chinese and Americans had low convergence with each other and with the criterion of cultural experts' independent judgments. Attitude questions had slight and nonsignificant convergence with the expert judgment criterion. A scenario method of value assessment, however, yielded reasonable criterion validity.