The Impact of the Internet on Values in India: Shifts in Self-Enhancement and Self-Transcendence Amongst Indian Youth

In this study, the authors examine how the internet is changing two critical personal value dimensions of India's youth. Based on values theory, and using data that spans a decade from 2004-2014, they contend that time spent on the internet is an influential factor in changing self-enhancement and self-transcendence values. Given the tremendous increase in exposure to western products, ideals, and people-to-people interaction via internet connectivity (India has over 275 million internet users who communicate in the English language), the authors posit that young Indian consumers would adopt values associated with self-enhancement and individualism, forsaking self-transcendence related ideals. Data pertaining to the Rokeach value scales were collected in New Delhi, and the results support the notion that these values have indeed changed substantially in such a short amount of time, largely due to IT as opposed to other media vehicles such as TV, and print media. Implications of this noteworthy change in values due to the internet in a relatively short period are discussed.