| Definition |
Aesthetics | Need for self-expression, a dedication to quality and excellence, an interest in how things look, feel and sound. |
Affiliation | Needing and enjoying frequent and varied social contact and a social lifestyle. |
Altruism | Desire to help others, a concern for the welfare of the less fortunate, public service. |
Commerce | Interest in earning money, realising profits, finding new business opportunities, investments and financial planning. |
Hedonism | Pursuit of fun, excitement, pleasure, e.g., eating, drinking and entertainment. |
Power | Desire to succeed, make things happen, outperform the competition. |
Recognition | Desire to be known, seen, visible and famous, dreams of fame, high achievement. |
Science | Being interested in science, comfortable with technology, preferring data based?as opposed to intuitive-decisions, and spending time learning how things work. |
Security | A need for predictability, structure and efforts to avoid risk and uncertainty and a lifestyle minimising errors and mistakes. |
Tradition | A belief in and dedication to old-fashioned virtues: family, church, thrift, hard work. |