Quantifying Preferences of Vision-Language Models via Value Decomposition in Social Media Contexts

The rapid advancement of Vision-Language Models (VLMs) has expanded multimodal applications, yet evaluations often focus on basic tasks like object recognition, overlooking abstract aspects such as personalities and values. To address this gap, we introduce Value-Spectrum, a visual question-answering benchmark aimed at assessing VLMs based on Schwartz's value dimensions, which capture core values guiding people's beliefs and actions across cultures. We constructed a vectorized database of over 50,000 short videos sourced from TikTok, YouTube Shorts, and Instagram Reels, covering multiple months and a wide array of topics such as family, health, hobbies, society, and technology. We also developed a VLM agent pipeline to automate video browsing and analysis. Benchmarking representative VLMs on Value-Spectrum reveals significant differences in their responses to value-oriented content, with most models exhibiting a preference for hedonistic topics. Beyond identifying natural preferences, we explored the ability of VLM agents to adopt specific personas when explicitly prompted, revealing insights into the models' adaptability in role-playing scenarios. These findings highlight the potential of Value-Spectrum as a comprehensive evaluation set for tracking VLM advancements in value-based tasks and for developing more sophisticated role-playing AI agents.