CBrowser's values system extends cognitive traits with research-backed psychological motivations. While traits describe HOW users behave (patience, persistence), values describe WHO they are (what motivates them, what they care about).

Why Values Matter

Values predict behavior tendencies across contexts. A user high in Security will consistently seek trust signals, read fine print, and avoid unfamiliar options—whether shopping, signing up, or browsing. This makes personas more predictive and grounded.

Academic Foundations

Framework	Researcher	Year	What It Measures
Theory of Basic Human Values	Schwartz	1992, 2012	10 universal value types
Rokeach Value Survey	Rokeach	1973	Terminal and instrumental values
Cultural Dimensions	Hofstede	1984, 2010	Cross-cultural value differences
Hierarchy of Needs	Maslow	1943	Motivational priority ordering
Self-Determination Theory	Deci & Ryan	1985, 2000	Autonomy, competence, relatedness

See Values-Framework for complete academic citations.

Schwartz's 10 Universal Values

The primary framework. Values are organized in a circular structure where adjacent values are compatible and opposing values conflict.

Value	Definition	Scale
Value-SelfDirection	Independent thought, creativity, freedom	0.0-1.0
Value-Stimulation	Excitement, novelty, challenge	0.0-1.0
Value-Hedonism	Pleasure, sensuous gratification	0.0-1.0
Value-Achievement	Personal success through competence	0.0-1.0
Value-Power	Social status, prestige, control	0.0-1.0
Value-Security	Safety, harmony, stability	0.0-1.0
Value-Conformity	Restraint, following social norms	0.0-1.0
Value-Tradition	Respect for customs, heritage	0.0-1.0
Value-Benevolence	Welfare of close others	0.0-1.0
Value-Universalism	Tolerance, social justice, environment	0.0-1.0

Higher-Order Values

Schwartz groups the 10 values into 4 higher-order categories along two dimensions:

Openness to Change vs. Conservation

Higher-Order Value	Component Values	Description
Openness	Self-Direction, Stimulation	Values novelty, independence, change
Conservation	Security, Conformity, Tradition	Values stability, order, resistance to change

Self-Enhancement vs. Self-Transcendence

Higher-Order Value	Component Values	Description
Self-Enhancement	Achievement, Power	Values personal success, dominance
Self-Transcendence	Benevolence, Universalism	Values welfare of others, world

Note: Hedonism sits between Openness and Self-Enhancement.

Self-Determination Theory (SDT)

Deci & Ryan's framework identifies three innate psychological needs:

Need	Definition	Web Behavior Indicators
Autonomy	Control over one's actions	Prefers customization, resists forced flows
Competence	Feeling capable and effective	Seeks progress indicators, tutorials
Relatedness	Connection with others	Values community, reviews, social features

Maslow's Hierarchy

Users operate from different need levels that influence priorities:

Level	Focus	Web Behavior
Physiological	Basic survival	Price sensitivity, essentials
Safety	Security and stability	Trust signals, guarantees, reviews
Belonging	Social connection	Community features, social proof
Esteem	Recognition, status	Premium features, achievements
Self-Actualization	Growth, purpose	Learning, contribution, impact

Value → Trait Correlations

Values and traits are parallel dimensions—they correlate but don't determine each other.

Value	Influences Trait	Direction	Correlation
Security	`riskTolerance`	Inverse	r = -0.45 to -0.55
Security	`trustCalibration`	Inverse	r = -0.40 to -0.50
Stimulation	`curiosity`	Direct	r = 0.50 to 0.60
Achievement	`patience`	Inverse	r = -0.35 to -0.45
Conformity	`socialProofSensitivity`	Direct	r = 0.45 to 0.55
Self-Direction	`authoritySensitivity`	Inverse	r = -0.40 to -0.50
Tradition	`mentalModelRigidity`	Direct	r = 0.35 to 0.45

Research basis: Schwartz & Bardi (2001), Roccas et al. (2002)

Value Profile Structure

interface PersonaValues {
  // Schwartz's 10 Values (0.0 - 1.0)
  selfDirection: number;
  stimulation: number;
  hedonism: number;
  achievement: number;
  power: number;
  security: number;
  conformity: number;
  tradition: number;
  benevolence: number;
  universalism: number;

  // Higher-Order (derived)
  openness: number;         // (selfDirection + stimulation) / 2
  selfEnhancement: number;  // (achievement + power) / 2
  conservation: number;     // (security + conformity + tradition) / 3
  selfTranscendence: number; // (benevolence + universalism) / 2

  // Self-Determination Theory
  autonomyNeed: number;
  competenceNeed: number;
  relatednessNeed: number;

  // Maslow's Hierarchy
  maslowLevel: 'physiological' | 'safety' | 'belonging' | 'esteem' | 'self-actualization';
}

Persona Value Examples

Power User

selfDirection: 0.9   # Independent, customizes everything
stimulation: 0.7     # Seeks new features
achievement: 0.8     # Efficiency-focused
security: 0.3        # Comfortable with risk
conformity: 0.2      # Ignores "recommended" options

First Timer

security: 0.8        # Needs reassurance
conformity: 0.7      # Follows what others do
selfDirection: 0.3   # Wants guidance
stimulation: 0.4     # Cautious about new
benevolence: 0.6     # Values helpful community

Elderly User

security: 0.9        # Strong need for safety
tradition: 0.8       # Prefers familiar patterns
conformity: 0.7      # Follows established norms
stimulation: 0.2     # Avoids novelty
achievement: 0.4     # Not efficiency-driven

Using Values in CBrowser

Via MCP Tool

await cognitive_journey_init({
  persona: "custom",
  goal: "complete checkout",
  startUrl: "https://example.com",
  customValues: {
    security: 0.9,
    stimulation: 0.2,
    achievement: 0.7
  }
});

Via CLI

npx cbrowser cognitive-journey \
  --persona custom \
  --value security=0.9 \
  --value stimulation=0.2 \
  --start https://example.com \
  --goal "complete checkout"

Values Index