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The theory of human values (Schwartz, 1992) discriminated 10 basic values arrayed in a quasicircular structure. Analyses with several instruments in numerous samples supported this structure (Schwartz, 2015). The refined theory of human values (Schwartz et al. 2012, in press) discriminates 19 values in the same circle. Its support depends on one instrument, the revised Portrait Values Questionnaire (PVQ-R). We introduce a forced choice method, the Best-Worst Value scale (BWVr), to assess the robustness of the refined theory to method of measurement and also assess the distinctiveness and validity of a new animal-welfare value. Three studies (N=784, 439, and 383) support the theory and the new value. Study 3 also demonstrates the convergent and discriminant validity of the 19 values by comparing the BWVr, the PVQ-R, and value-expressive behaviors and confirms the test-retest reliability of BWVr responses. These studies provide further information about the order of values in the value circle.

Background Broad community acceptance of a COVID-19 vaccination will be critical for effectively halting the spread of the virus. In this study, we focus on factors that differentiate those who are undecided from those who are either willing or unwilling to accept a prospective COVID-19 vaccine. Methods An online survey in May 2020 assessed Australian adults’ willingness to receive a COVID-19 vaccine (yes, maybe, no). A multinomial logistical regression of responses (N = 1,313) was used to identify correlates of vaccine willingness between the three groups. Results 65% were willing to vaccinate, with 27% being in the ‘maybe’ category. Respondents were more likely to be in the ‘maybe’ than the ‘yes’ group when they perceived COVID-19 to be less severe, had less trust in science, were less willing to vaccinate for influenza, and were female. They were more likely to be in the ‘maybe’ than ‘no’ group when they perceived COVID-19 as severe, and less likely to be a hoax, had more trust in science, and greater willingness to vaccinate for influenza. A repeat of the survey in November 2020 with a subset of participants found fewer of them saying yes to the vaccine (56%) and more saying maybe (31%). Conclusions The effectiveness of any COVID-19 vaccine rollout will be reliant on maximizing uptake. The significant number of people who remain undecided about whether or not to get a COVID-19 vaccine, despite the ongoing devastating consequences of the virus for individuals, communities, and economies, is concerning. Our findings aid current research seeking to inform policy regarding how to convince the undecided to vaccinate.

PurposeThe purpose of this paper is to explore the importance of functional, hedonistic and ethical attributes of denim jeans attributes and the trade‐offs young adult Australian consumers made within these attributes when making a purchase decision.Design/methodology/approachA two‐stage mixed‐method approach was used to explore the importance of denim jeans attributes and the trade‐offs made within these attributes. First, focus groups were used to identify attributes that were important to young Australian adult consumers. In the second stage, conjoint analysis was used to estimate the relative importance of the product and ethical attributes that were identified in the focus groups and the trade‐offs made within this attribute set.FindingsFocus group participants identified style, price, brand, country of origin and ethics as attributes that they used to evaluate denim jeans. In the conjoint analysis respondents identified price as having the highest relative importance, followed by brand, country of origin, style and ethical attributes. It was clear multiple attributes were valued and, although the ethical attributes that were included were not as important as garment attributes, respondents appeared to make trade‐offs between garment and ethical attributes when purchasing denim jeans.Originality/valueThe paper identifies attributes of denim jeans that are valued by young Australian adult consumers. That product attributes were more important than ethical attributes suggests a focus on ethical credentials may not be effective. Denim jeans are more likely to be purchased by young Australian adults if they are reasonably priced, made in Italy and have a designer brand.