Category: Schwartz Universal Values - Conservation Scale: 0.0 (low security need) to 1.0 (high security need)

Definition

Security represents the value placed on safety, harmony, and stability of society, relationships, and self. Users high in security are risk-averse, seek guarantees and trust signals, read fine print, and avoid unfamiliar options.

Research Foundation

Primary Citation

"Security values derive from basic individual and group requirements. Some security values serve primarily individual interests (e.g., health), others wider group interests (e.g., national security)." — 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

"Web credibility is established through perceived trustworthiness and expertise. Users look for security indicators, professional design, and third-party endorsements." — Fogg, 2003, p. 147

Full Citation (APA 7): Fogg, B. J. (2003). Prominence-interpretation theory: Explaining how people assess credibility online. CHI '03 Extended Abstracts on Human Factors in Computing Systems, 722-723.

Behavioral Indicators

Level	Value	Web Behavior
Very Low	0.0-0.2	Ignores warnings, skips fine print, casual about data
Low	0.2-0.4	Minimal caution, quick decisions
Moderate	0.4-0.6	Reasonable caution, notices major trust signals
High	0.6-0.8	Reads reviews, checks for HTTPS, verifies legitimacy
Very High	0.8-1.0	Extensive verification, reads all terms, avoids unfamiliar

UX Implications

For High Security Users

Design Pattern	Effect
Trust badges	Positive — reassurance
Money-back guarantee	Positive — risk reduction
Reviews/testimonials	Positive — social proof of safety
Missing HTTPS	Negative — immediate distrust
Longevity claims ("Since 2005")	Positive — stability signal
Privacy policy	Positive — transparency

For Low Security Users

Design Pattern	Effect
Excessive warnings	Negative — feels slow, paranoid
Multiple verification steps	Negative — friction
Trust badges	Neutral — doesn't notice
Quick checkout	Positive — efficiency
"Guest checkout"	Positive — avoids commitment

Trait Correlations

Trait	Correlation	Direction
`riskTolerance`	Strong	Inverse — high security → low risk tolerance
`trustCalibration`	Strong	Inverse — high security → more skeptical
`readingTendency`	Moderate	Direct — reads terms, policies
`patience`	Moderate	Direct — willing to wait for verification

Related Values

Value	Relationship
Value-Conformity	Compatible — both in Conservation cluster
Value-Tradition	Compatible — both in Conservation cluster
Value-Stimulation	Opposing — stability vs. novelty
Value-SelfDirection	Distant — different focus

Persona Profiles

Persona	Security Level	Rationale
Elderly User	0.9	Strong need for safety and familiarity
First Timer	0.8	Uncertain, needs reassurance
Power User	0.3	Comfortable with risk, moves fast
Enterprise Buyer	0.9	Must minimize organizational risk
Skeptical First Timer	0.85	High caution, extensive verification

Value Security