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The Value of Values

Values represent what we believe is important in life. In this article, Research Associate Hanna Eggestrand and PDP Lead Researcher James Vaughan explore basic human values and how they can affect coaching, player development and the world around us.


What do you think is important in life? Perhaps not surprisingly, what you value is likely to affect the way you coach, and the way you coach will spread values.

Interestingly, research has found that the same values appear in a range of different cultures and contexts. After categorising the many values that are similar in meaning and motivational influence, researchers have ended up with around 10 groups of broader values (it’s worth noting though that since research is always evolving, this way of comprehending the values may change slightly over time), listed here together with a few exemplary values for each (from Schwartz, 1994):

  • Power (social power, authority, wealth)
  • Achievement (successful, capable, ambitious)
  • Hedonism (pleasure, enjoying life)
  • Stimulation (daring, varied life, exciting life)
  • Self-direction (creativity, curiosity, freedom)
  • Universalism (broad-minded,...

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