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, social justice, equality, protecting the environment)
  • Benevolence (helpful, honest, forgiving)
  • Tradition (humble, devout, accepting my portion in life)
  • Conformity (politeness, obedient, honouring parents and elders)
  • Security (national security, social order, clean)
  • (Spirituality makes up an eleventh category, however the motivational properties differ across cultures).

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Hanna Eggestrand
Hanna Eggestrand
Hanna is an Energy and Environmental Engineer and Research Associate with a focus on sustainability. For the last 18 months she has been exploring how values and motivation may stimulate the behavioural change necessary for a sustainable future. James Vaughan is the Lead Researcher at PDP & is currently working on his PhD in creativity, culture & coaching in Barcelona
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