The Best–Worst Scaling Approach: An Alternative to Schwartz's Values Survey

Traditional self-report ratings have some measurement problems that a relatively new method, best–worst scaling (BWS; Finn Schwartz, 1992 Schwartz, S. H. 1992. Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology., 25: 1–65. Crossref, Web of Science ® , Google Scholar). In a series of samples, it was found that Schwartz values best–worst survey (SVBWS) reproduced Schwartz's (1992 Schwartz, S. H. 1992. Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology., 25: 1–65. Crossref, Web of Science ® , Google Scholar) theoretical value structure and supported hypothesized relationships between values and value-expressive behaviors, ethnocentrism, and environmental-related tourism activities. In addition, the SVBWS approach took significantly less respondent time than the traditional SVS approach.