Recognition

Desire to be known, seen, visible and famous, which leads to a lifestyle guided by a search for opportunities to be noticed and dreams of fame and high achievement, whether or not they are fulfilled.

40.17

39.80

0.82

0.62

Power

Desire to succeed, make things happen, make a difference and outperform the competition.

47.01

43.75

65.54^***

0.68

Hedonistic

Pursuit of fun, excitement, pleasure and a lifestyle organised around eating, drinking and entertainment.

40.62

42.32

21.01^***

0.67

Altruistic

Desire to help others, a concern for the welfare of the less fortunate in life, and a lifestyle organized around public service and the betterment of humanity.

45.47

48.11

48.39^***

0.82

Affiliation

Needing and enjoying frequent and varied social contact and a lifestyle organised around social interaction.

49.17

50.05

8.36^***

0.71

Tradition

A belief in and dedication to old-fashioned virtues such as family, church, thrift, hard work, appropriate social behaviour, and a lifestyle that reflects these values.

42.61

42.67

0.03

0.75

Security

A need for predictability, structure and efforts to avoid risk and uncertainty―especially in the employment area―and a lifestyle organised around minimising errors and mistakes.

36.98

36.89

0.48

−0.44

Commerce/

Business

Interest in earning money, realising profits, finding new business opportunities, and a lifestyle organised around investments and financial planning.

44.68

41.33

78.58^***

0.81

Aesthetics/ Culture

Need for self-expression, a dedication to quality and excellence, an interest in how things look, feel and sound and close attention to the appearance of things.

32.27

34.07

17.19^***

0.55

Science/ Rationality

Being interested in science, comfortable with technology, preferring data based―as opposed to intuitive decisions, and spending time learning how things work.

40.67

36.09

108.94^***

0.62

Eigenvalue

2.47

1.65

1.50

Variance (%)

24.77

16.51

15.00