Personal Values and Public Opinion*

Objective. Social science considers values a key motivator of human behavior, yet studies of values in public opinion have tended to focus on more limited political values. I investigate how a general theory of human values ( Schwartz, 1992 ) shapes public opinion. In one dimension, individuals are motivated by a desire for independent thought and action versus conformity to traditional social norms; in the second, individuals are motivated by a desire to care for others versus control or achieve superior social status over them. Methods. Statistical analysis of the European Social Survey, nationally representative surveys in 15 western European nations. Results. Human values are systematically related to a citizen's left‐right self‐identification, displaying appropriate sensitivity to party system context in Scandinavia, and explaining attitudes toward ethnic minority immigration, even when controlling for reasonable alternate explanations. Conclusion. Personal values along these two dimensions of social conflict merit further attention as sources of public opinion.