A new study in the Journal of Sex & Marital Therapy sought to investigate the relationship between sexual values and sexual incongruence as well as the effects of religiousness on this relationship. The findings indicate that religiousness predicts sexual incongruence, but not more than conservative sexual values, which demonstrated the most substantial relationship. ...
Ah, yes, I see where you're getting at. I'm thinking about this in terms of "I have values as an individual, and here's how they relate to my behavior" but you're absolutely right that my values extend to how I perceive others, regardless of my own behavior. In that sense, it definitely matters what I say and how I feel about those values, even if I'm a hypocrite.
I've done a bit of survey design stuff over the years and I've found that asking people about their perception of others is a great way of getting to a more authentic answer about their own beliefs. It can then be used as a cross reference to what they say about themselves. Good addition.
Regardless, I acknowledge I'm being overly prescriptive in some ways here and there's a lot of nuance in this discussion. 'Values' are a complex issue, and more than anything I'm poking at whether this study is saying what it appears to be saying.