Journal of Cross-Cultural Psychology 2017, Vol. 48(1) 58–74 © The Author(s) 2016 Reprints and permissions: sagepub.com/journalsPermissions.nav DOI: 10.1177/0022022116673909 jccp.sagepub.com Article Not So “Traditional” Anymore? Generational Shifts on Schwartz Values in Turkey Justin Marcus 1 , Savas Ceylan 2 , and Canan Ergin 1 Abstract We compare generational change in culturally related personal values as represented by the Schwartz values taxonomy, across two decades of individuals representing independent samples of the urban, Turkish workforce, employed in a variety of occupations and in numerous urban centers, in both 1998 and 2009 (N = 779). Results indicate that whereas self-transcendence (harmony) and conservation (collectivism) values have decreased over time, self-enhancement (mastery) has increased. Implications for research and practice are discussed. Keywords generations, generational cohort, culture, Schwartz values, collectivism, mastery, harmony, cross-temporal A generational cohort is a group whose length approximates the span of a phase of life, and whose boundaries are fixed by a peer personality (Strauss & Howe, 1991). Differences across generations on values have received attention in both popular press (e.g., Sanburn, 2013) and psychological literature (e.g., Deal, Altman, & Rogelberg, 2010). Correspondingly, meaningful evidence of generational change in culturally related personal values have been found, indicating that Gen Xers, and especially Millennials, are more individualistic, show less concern for others, have a lower need for social approval, give more positive self-evaluations, and value extrinsic goals (e.g., money, fame) more than intrinsic goals (e.g., self-affiliation, community; Twenge, 2010; Twenge & Campbell, 2008; Twenge, Campbell, & Freeman, 2012; Twenge, Campbell, & Gentile, 2012). A major limitation of these studies, however, is that all of the research has come from Western samples constituting culturally individualistic societies, including the United States, Europe, Australia, and New Zealand (Twenge, 2010). Problematically, most previous studies that explic- itly studied generational change in culturally related personal values across time utilized purely U.S.-based samples (Kowske, Rasch, & Wiley, 2010; Smola & Sutton, 2002; Twenge & Campbell, 2008; Twenge, Campbell, & Freeman, 2012; Twenge, Campbell, & Gentile, 2012). Furthermore, non-U.S. research that does exist on the topic of value change across generational 1 Ozyegin University, Istanbul, Turkey 2 Hacettepe University, Ankara, Turkey Corresponding Author: Justin Marcus, Ozyegin University, Nisantepe Mah., Orman Sok., No: 34-36, Alemdag, Cekmekoy, Istanbul 34794, Turkey. Email: justin.marcus@ozyegin.edu.tr 673909JCC XX X 10.1177/0022022116673909Journal of Cross-Cultural PsychologyMarcus et al. research-article 2016