An Image-Based Approach to Measuring Human Values

Valters Kaže (), Gatis Bolinskis and Jevgenijs Kurovs
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Valters Kaže: RISEBA Institute of Development and Innovation, RISEBA University of Applied Sciences, LV-1048 Riga, Latvia
Gatis Bolinskis: RISEBA Institute of Development and Innovation, RISEBA University of Applied Sciences, LV-1048 Riga, Latvia
Jevgenijs Kurovs: RISEBA Institute of Development and Innovation, RISEBA University of Applied Sciences, LV-1048 Riga, Latvia

Societies, 2022, vol. 12, issue 6, 1-17

Abstract: This study aims to explore the potential of using a novel image-based approach to measuring individuals’ human values. This could result in higher-quality measurements by circumventing the drawbacks of the text-based methods prone to social biases affecting the truthful interpretation of complex verbal constructions and a low respondent engagement due to lengthy interviews. A review of the academic literature on image-based research into human values is performed and validated by our own empirical research on a representative sample of the Latvian population to compare the results of our image-based approach with the text-based approach. Our findings suggest that currently, most image-based methodologies for measuring the values and motivations of individuals lack structure and verified application. There is no precise and widely accepted methodology. However, a well-developed image-based research methodology has the potential to fill in this gap. The results confirm that an individual’s values can be identified and structured into a personal hierarchy by applying both text-based methods (asking respondents to evaluate written statements) and image-based methods (evaluation of selected images representing specific values). Our study employs a new image-based approach that seems to offer a more straightforward and more precise way of measuring values compared to the text-based approach.

Keywords: human values; personal values; individual motivation; measuring values; value research; image-based research (search for similar items in EconPapers)
JEL-codes: A13 A14 P P0 P1 P2 P3 P4 P5 Z1 (search for similar items in EconPapers)
Date: 2022
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