Category: Schwartz Universal Values - Self-Enhancement Scale: 0.0 (low power orientation) to 1.0 (high power orientation)

Definition

Power represents the value placed on social status, prestige, and control or dominance over people and resources. Users high in power are attracted to premium tiers, exclusive access, authority signals, and features that convey status.

Research Foundation

Primary Citation

"Power values emphasize the attainment of social status and prestige, and control or dominance over people and resources." — Schwartz, 1992, p. 6

Full Citation (APA 7): Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25, 1-65. https://doi.org/10.1016/S0065-2601(08)60281-6

Supporting Research

"Status consumption is driven by the desire to gain social prestige from the ownership of status products." — Eastman, Goldsmith & Flynn, 1999, p. 42

Full Citation (APA 7): Eastman, J. K., Goldsmith, R. E., & Flynn, L. R. (1999). Status consumption in consumer behavior: Scale development and validation. Journal of Marketing Theory and Practice, 7(3), 41-52.

Behavioral Indicators

Level	Value	Web Behavior
Very Low	0.0-0.2	Ignores premium options, no status interest
Low	0.2-0.4	Minimal interest in exclusive features
Moderate	0.4-0.6	Considers premium if value is clear
High	0.6-0.8	Attracted to "Pro" tiers, exclusive features
Very High	0.8-1.0	Premium-first mindset, "VIP access" strongly motivating

UX Implications

For High Power Users

Design Pattern	Effect
Premium/Pro tiers	Positive — status attraction
"Exclusive access"	Positive — strong motivator
"Used by Fortune 500"	Positive — authority signaling
Basic/free positioning	Negative — feels low-status
VIP features	Positive — prestige appeal

For Low Power Users

Design Pattern	Effect
Aggressive premium upselling	Negative — feels manipulative
Status-heavy messaging	Neutral to negative — not motivated
Value-focused positioning	Positive — appreciates substance
Community/equality themes	Positive — resonates more
"Best value" over "Premium"	Positive — different motivation

Trait Correlations

Trait	Correlation	Direction
`authoritySensitivity`	Moderate	Complex — respects but wants own authority
`riskTolerance`	Moderate	Direct — willing to spend for status
`socialProofSensitivity`	Moderate	Direct — influenced by what "successful people" use

Related Values

Value	Relationship
Value-Achievement	Compatible — both in Self-Enhancement cluster
Value-SelfDirection	Adjacent — control orientation
Value-Benevolence	Opposing — dominance vs. caring
Value-Universalism	Opposing — hierarchy vs. equality

Persona Profiles

Persona	Power Level	Rationale
Power User	0.6	Values premium tools, but substance over status
First Timer	0.3	More focused on learning than status
Enterprise Buyer	0.7	Status and authority matter for decisions
Mobile User	0.5	Appreciates premium but practical focus

Value Power