Portrait Values Questionnaire

The PVQ helps researchers, organizations, and individuals understand:

• Personal value systems.
• Cultural differences in values.
• The impact of values on behavior, attitudes, and decision-making.

Unlike traditional surveys, the PVQ is indirect. Instead of asking respondents to evaluate abstract values directly (e.g., "How important is tradition to you?"), it presents relatable descriptions of behaviors and goals to elicit more instinctive responses.

The PVQ is based on Schwartz's Theory of Basic Human Values, which identifies ten universal value types (e.g., self-direction, benevolence, tradition) grouped into four broader categories: openness to change, self-enhancement, conservation, and self-transcendence.