Abstract

This research aims to examine the differences of value priorities between South Korean and Canadian university students. 385 South Korean and 349 Canadian undergraduate students (age 18∼25) completed self-report measures. Multidimensional scaling was analyzed in order to confirm that their values are divided by the circular motivational continuum equal to the Schwartz et al. (2012)’s theory of values. The unpaired two-sample t-test was analyzed after comparing differences of value priorities between groups. The values of the Korean and Canadian undergraduate students were classified into the circular motivational continuum by three principles such as the Schwartz’s theory. While the Korean university students were more immersed in self-enhancement values, they lacked a tendency to pursue altruistic motivations. In addition, the opposite characteristics of individualism and collectivism culture were coexisted in openness to change and conservation values of the Korean undergraduate students. In other words, the Korean students had a stronger tendency to pursue individualistic and independent autonomous behavior than the Canadian students, the Korean students also had a stronger tendency to pursue interdependent and interpersonal conformity value. Moreover, the Korean students considered stimulation value for novelty and change less important than the Canadian students, whereas the Korean students regarded hedonism value pursuing pleasure and sensory satisfaction as more important. Based on these results, we discussed the role of socio-cultural characteristics that could influence the formation of value priorities for the university students.