Assessing Cultural Values: Developing and Attitudinal Scale

Effective measurement of cultural value is often elusive because of its multidimensional nature. It is also influenced by sociodemographic characteristics (manifest variables) and attitudinal characteristics (latent variables) of populations. While the former is easily available to researchers, the latter has not been fully studied. This paper suggests the use of a cultural worldview scale that was developed to measure cultural attitudes of people, using factor and cluster analysis. Four factors comprise the scale: cultural linkages, recognition of cultural values, cultural loss and preservation of traditions and customs. Some advantages of using this scale are demonstrated, and relationships with sociodemographic variables are investigated. Managerial and policy implications are discussed.