"... explicit or implicit a conception, distinctive of an individual or characteristic of a group, of the which the Desirable influence the selection from available modes, means and ends of action. "(Kluckhohn in Zavalloni, 1975, p. 75)Important issues which, according to Zavalloni (1975) to consider in understanding the value is, the person can be the same as the value of all other persons, together with some, or not the same as everyone else. Kluckhohn definition above illustrates that in addition to representing the value of individual uniqueness, it can also represent a particular group. This is starting to lead to an understanding of universal values. During its development, Rokeach (1973) made clear that the basic assumptions of the concept of value is that everyone, everywhere, have the same values to different degrees (indicating a confirmation of the universality of the concept of value). However, the most comprehensive study on the universal values (in the sense that there is anywhere in all cultures) started by Schwartz and Bilsky (1987). They began to look for the values of what is universal from 44 countries with the sample in each country ranged from 154 to 542 people.
Another important issue before discussing the value of the content (content) from a variety of shared human values. Based on studies of various theories of the experts regarding the value, Schwartz saw none of these theories that attempt to classify the content or payload (content) from the values embraced by individuals (Schwartz, 1994). Schwartz then attempt to classify the values based on the cargo which was then called with the type of value. Taking into account the universality, content and structure of values that have been developed Schwartz, then in this study used the theoretical framework is the theoretical value of the Schwartz. However, the discussion can not be separated from the other figures are also interested in value, especially with regard to the relation with other variables such as beliefs, attitudes and behaviors that no longer covered by Schwartz. This led to a theoretical basis in linking values and behavior using another theory, that theory belief system (Rokeach, 1973; Homer & Kahle, 1988; Grube et al., 1994).
Schwartz value theory (1992, 1994), although still based on previous theories of Rokeach (1973), but showed significant differences. Schwartz's theory of value was chosen in this study, pay attention to criticism of Rokeach theory that many do overlap between the values of the other values (Schwartz, 1994), even between terminal and instrumental values. Meanwhile, Schwartz has made categorization into a number of types of values, where the category has proven conceptually and statistically. In addition, Schwartz has also devised a structure of values that are specific and comprehensive, so the person can be placed into a "map" value. In contrast to the Rokeach value as a system call, but not too much to explain the relationship and the nature of the system. While the "map" value, we can see how a value to another value, while also being able to interpret the relationship.Definition of Value (human values)To understand more deeply understanding the value, the following will be presented a number of definitions of the value of some experts.
"Value is an enduring belief That a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence." (Rokeach, 1973 p. 5)"Value is a general beliefs about Desirable or undesireable Airways of behaving and about Desirable or undesireable goals or end-states." (Feather, 1994 p. 184)"Value as desireable transsituatioanal goals, varying in importance, that serve as guiding principles in the life of a person or other social entity." (Schwartz, 1994 p. 21)Furthermore, Schwartz (1994) also explains that the value is (1) a conviction, (2) relating to how to behave a certain end or purpose, (3) beyond the specific situation, (4) directs the selection or evaluation of behavior, individual, and events, and (5) arranged by degree of importance.
Based on some opinions, it seems a shared understanding of values, namely (1) a conviction, (2) relating to how to behave and a specific end goal. So we can conclude that the value is a belief about how to behave and the desired end goal of individuals, and is used as a principle or standard of his life.
Understanding of the value can not be separated from an understanding of how value is created. Schwartz argued that the cognitive representation of the three types of the universal requirements of human life, namely:needs of individuals as biological organismsterms of social interaction that require interpersonal coordinationdemands of social institutions to achieve the welfare of groups and group survival (Schwartz & Bilsky, 1987; Schwartz, 1992, 1994).So, in the form typology of values, Schwartz put forward the theory that the value derived from the universal demands of human nature which is reflected in the needs of the organism, social motives (interaction), and the demands of social institutions (Schwartz & Bilsky, 1987). Three things to bring implications for the value as something to be desired. Schwartz added that it wanted something that could arise from the collective interests (value types benevolence, tradition, conformity) or based on personal priorities / individual (power, achievement, Hedonism, stimulation, self-direction), or both (Universalism, security) . Individual values are usually referring to a particular social group or disseminated by a dominant group that has a certain value (eg, parenting, religion, group work) or through a unique personal experience (Feather, 1994; Grube, Mayton & Ball-Rokeach II, 1994; Rokeach, 1973; Schwartz, 1994).
Value as something more desirable should be distinguished from the merely 'desirable', where 'more desirable' affect the selection of various modes of behavior may be done individually or influence the selection of the final goal behavior (Kluckhohn in Rokeach, 1973). 'More desirable' has a greater influence in driving behavior, and thus the value to be arranged by degree of importance.As the formation, the value also has certain characteristics to change. Because the values obtained by separate, which is generated by the experience of culture, society and the individual as stipulated in the psychological structure of the individual (Danandjaja, 1985), then the value of a durable and stable (Rokeach, 1973). So the value has a tendency to settle, although there may be changed by certain things. One is when there is a change of cultural value systems in which the individual is sedentary (Danandjaja, 1985).
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