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.

40.48

7.66

.02

.22^**

.19^**

−.28^**

.05

Power

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

46.39

6.56

−.02

.24^**

.13

−.30^**

.14^*

Hedonistic

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

41.09

6.12

.14

.16^*

.11

−.11

−.13^*

Altruistic

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

44.08

7.01

.00

.12

.25^**

.31^**

.02

Affiliation

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

48.65

6.50

−.02

.31^**

.28^**

−.04

.03

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.

41.52

6.83

.06

.10

.09

.07

.17^*

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.

36.22

6.83

.01

−.20^**

−.29

.15^*

.27^**

Commerce

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

44.29

6.53

−.03

.04

−.02

−.18^*

.30^**

Aesthetics

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.

34.31

7.55

.15^*

.01

.49^**

−.06

−.19^**

Science

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

40.81

7.91

.00

−.12

.07

.02

.04