The paper analyzes on the cultural dimension of universalism vs. particularism as how people solve problems facing conflicting social norms of rules and of relationships. We argue that universalism versus particularism is personal values. Following Jackson (1966), the values should be measured both in intensity and crystallization. Study 1 established the measure, showing that our scale has acceptable reliability and validity. Study 2 further validated the scale by showing that the values' intensity and crystallization were associated with individuals' choices in various thorny decision contexts. As predicted, we observed an interaction between the values' intensity and crystallization, such that choices were predicted when intense values were crystallized. Study 3 validated the scale in a negotiation related to a social dilemma, showing that the values of particularism could predict help of the powerless. Again, the relationship held only when the values are crystallized. In summary, these studies establish the scale of universalism versus particularism and provide rich opportunity for future research.