The hierarchy of 56 cross-cultural values and four characteristic values of the Brazilian culture were established with a sample of 419 subjects, of both sexes, constituted by high school teachers and college students. The hierarchy was established so much in the plan of the individual values as in the one of the motivational values types. The differences among the subgroups of the sample were verified in terms of the level of the motivational types and of the bi-dimensional structure of the values. The hierarchy presented five levels very different from values. From the motivational point of view, the self-determination values occupied the first place. The women emphasized the values more than the men to service of collective interests and of self-transcendence of their selfish interests in benefit of the well-being of the other ones. The college students pointed out the relative values more than the teachers to the self-promotion and the opening to the change.
values; gender; individual values; motivational values types
