Asian Values Scale (AVS)

Abstract

The Asian Values Scale (AVS) is a 36-item self-report instrument developed in 1999 by Bryan S. K. Kim, Donald R. Atkinson, and Peggy Yang. Its primary function is to measure the extent to which individuals of Asian heritage endorse traditional Asian values. The scale was designed to provide a psychometrically sound measure for researchers and clinicians studying the impact of culture, acculturation, and cultural conflict on psychological well-being, particularly within Asian American populations. The AVS operationalizes several core cultural constructs, including collectivism, filial piety, humility, and emotional restraint, which are central to East Asian cultural norms.

Keywords

Asian values, Collectivism, Filial Piety, Conformity, Modesty, Cultural Assessment, Acculturation, Psychological Scale, Cross-Cultural Psychology.

Authors

Bryan S. K. Kim, Donald R. Atkinson, Peggy Yang

Purpose

The fundamental purpose of the AVS is to move beyond simple demographic categorization and quantify the psychological endorsement of traditional Asian cultural values. This quantification is vital for research aiming to understand cultural influences on mental health, family dynamics, and vocational choices among Asian populations residing in Western societies.

By providing a reliable measure of adherence to values such as group orientation and respect for hierarchy, the AVS allows practitioners to contextualize psychological issues within a cultural framework, aiding in culturally sensitive counseling and intervention strategies. The scale helps identify cultural conflicts experienced by individuals navigating both traditional Asian norms and mainstream Western values.

Construct

The AVS measures the multi-dimensional construct of Asian values, defined as a normative system emphasizing interdependence, relational harmony, and hierarchical structure. This construct is often contrasted with Western individualism.

The scale encompasses several core components of this construct, including the importance of family reputation (avoiding shame), prioritizing group needs over individual desires (collectivism), adherence to social and familial norms (conformity), respect for elders and authority, and the societal expectation of emotional self-control. The measurement of these values provides insight into the cognitive and behavioral schemas rooted in Confucian and related East Asian philosophies.

Validity

The initial validation study confirmed the strong construct validity of the AVS. The factor structure derived from the data aligned conceptually with established theories of Asian culture, supporting that the scale items accurately represented the intended cultural domains.

Evidence for convergent validity was established through expected positive correlations between AVS scores and measures of other related cultural constructs, such as general collectivism and adherence to traditional family ideology. Furthermore, discriminant validity was confirmed by the scale showing low correlation with measures of unrelated constructs, ensuring that the AVS specifically assesses cultural values rather than personality traits or general psychopathology.

Reliability

The AVS demonstrates high internal consistency, indicating its strong reliability. In the original development study, the overall Cronbach’s alpha coefficient for the 36-item scale was found to be exceptionally high (typically above .90), suggesting excellent homogeneity among the items.

Reliability was also confirmed within the derived subscales (factors), where internal consistency coefficients generally ranged between .70 and .85. This demonstrates that each factor component is reliable enough to be used independently in research settings, allowing for detailed analysis of specific value domains like filial piety or modesty.

Factor Analysis

A rigorous factor analysis was performed during the scale’s development, resulting in the establishment of a five-factor model that accounts for a substantial portion of the variance in Asian values endorsement. These factors represent distinct, yet related, dimensions of the overall construct.

The five primary factors identified are: 1. Filial Piety and Respect for Elders (emphasizing care for parents and obedience to hierarchy); 2. Conformity and Group Orientation (stressing adherence to social norms and prioritizing the collective); 3. Emotional Self-Control (valuing the suppression of emotional expression as a sign of strength); 4. Humility and Modesty (discouraging boastfulness and requiring minimization of personal accomplishments); and 5. Family Recognition Through Achievement (tying personal success directly to family honor and reputation).

Instrument

Test Type: Self-report psychological scale (Attitude and Value measure)

Format: 36 items utilizing a 7-point Likert scale

Language Available: English (Primary validation language)

Population Group: Individuals of Asian heritage

Age Group: Adolescents and Adults

Population Details: Originally validated on Asian American university students, representing diverse East and Southeast Asian ethnic backgrounds.

Test Methodology: Respondents indicate their level of agreement with each statement using the following 7-point scale: 1 = Strongly disagree, 2 = Moderately disagree, 3 = Mildly disagree, 4 = Neither Agree nor disagree, 5 = Mildly agree, 6 = Moderately agree, 7 = Strongly agree. Scoring requires attention to reverse-coded items.

Keywords

Cross-cultural counseling, Cultural identity, Asian American psychology, Interdependence, Shame and honor, Likert scale, Psychological measurement, Traditional values.

Authors

Author ORCID Identifier: Information not provided in source.

Affiliation Email addresses: Contact information must be sought through institutional directories.

Correspondence Address: Contact Bryan S. K. Kim for use permissions and correspondence.

Permissions & Fee and Test Year

The Asian Values Scale was published in 1999. Permission to use the AVS must be obtained directly from the lead author, Bryan S. K. Kim, as specified in the original documentation. Use typically requires adherence to standard academic permission protocols, though specific licensing fees are not detailed here.

The original source article is Kim, B., Atkinson, D. & Yang, P. (1999). The Asian Values Scale: Development, factor analysis, validation, and reliability. Journal of Counseling Psychology, 46, Table 1, pp. 345, 346. Copyright © 1999 by the American Psychological Association. Adapted with permission.

Reference’s

Kim, B. S. K., Atkinson, D. R., & Yang, P. H. (1999). The Asian Values Scale: Development, factor analysis, validation, and reliability. Journal of Counseling Psychology, 46(3), 342–352.

Items of the Asian Values Scale (AVS)

Instructions: Use the scale below to indicate the extent to which you agree with the value expressed in each statement.

• 1 = Strongly disagree
• 2 = Moderately disagree
• 3 = Mildly disagree
• 4 = Neither Agree nor disagree
• 5 = Mildly agree
• 6 = Moderately agree
• 7 = Strongly agree

1. Educational failure does not bring shame to the family.
2. One should not deviate from familial and social norms.
3. Children should not place their parents in retirement homes.
4. One need not focus all energies on one’s studies.
5. One should be discouraged from talking about one’s accomplishments.
6. One should not be boastful.
7. Younger persons should be able to confront their elders.
8. When one receives a gift, one should reciprocate with a gift of equal or greater value.
9. One need not follow one’s family’s and the society’s norms.
10. One need not achieve academically in order to make one’s parents proud.
11. One need not minimize or depreciate one’s own achievements.
12. One should consider the needs of others before considering one’s own needs.
13. Educational and career achievements need not be one’s top priority.
14. One should think about one’s group before oneself.
15. One should be able to question a person in an authority position.
16. Modesty is an important quality for a person.
17. One’s achievements should be viewed as family’s achievements.
18. Elders may not have more wisdom than younger persons.
19. One should avoid bringing displeasure to one’s ancestors.
20. One need not conform to one’s family’s and the society’s expectations.
21. One should have sufficient inner resources to resolve emotional problems.
22. Parental love should be implicitly understood and not openly expressed.
23. The worst thing one can do is to bring disgrace to one’s family reputation.
24. One need not remain reserved and tranquil.
25. The ability to control one’s emotions is a sign of strength.
26. One should be humble and modest.
27. Family’s reputation is not the primary social concern.
28. One need not be able to resolve psychological problems on one’s own.
29. Following familial and social expectations are important.
30. One should not inconvenience others.
31. Occupational failure does not bring shame to the family.
32. One need not follow the role expectations (gender, family hierarchy) of one’s family.
33. One should not make waves.
34. Children need not take care of their parents when the parents become unable to take care of themselves.
35. One need not control one’s expression of emotions.
36. One’s family need not be the main source of trust and dependence.