The relationship between direct and indirect measures of values: Is social desirability a significant moderator?

Introduction: The measurement of personal values is still a great challenge in social psychology due to the complex nature of this concept. Objective: Based on Schwartz's theory of human values, this study aimed at analysing the relationship between the Values Implicit Association Test (VIAT), a relatively new indirect measure of values, and the Portrait Values Questionnaire (PVQ), a well-known direct measure of values. Also, it examined whether social desirability moderates this relationship. Method: Seventy-three participants (64.4% female; M age = 25.46, SD = 4.04) took part to the study in a standardized setting. Results: Results showed different value priorities depending on the measure used (i.e., indirect vs direct), and although social desirability was related to participants’ responses on PVQ more than on VIAT, it did not moderate the association between direct and indirect measures for any of the examined values. Conclusions: Implications of the findings for value measurement and future developments are discussed.