Values that Underlie and Undermine Well‐Being: Variability Across Countries

We examined relations of 10 personal values to life satisfaction (LS) and depressive affect (DEP) in representative samples from 32/25 countries (N = 121 495). We tested hypotheses both for direct relations and cross‐level moderation of relations by Cultural Egalitarianism. We based hypotheses on the growth versus self‐protection orientation and person‐focus versus social‐focus motivations that underlie values. As predicted, openness to change values (growth/person) correlated positively with subjective well‐being (SWB: higher LS, lower DEP) and conservation values (self‐protection/social) correlated negatively with SWB. The combination of underlying motivations also explained more complex direct relations of self‐transcendence and self‐enhancement values with SWB. We combined an analysis of the environmental context in societies low versus high in Cultural Egalitarianism with the implications of pursuing person‐focused versus social‐focused values to predict how Cultural Egalitarianism moderates value–SWB relations. As predicted, under low versus high Cultural Egalitarianism, (i) openness to change values related more positively to SWB, (ii) conservation values more negatively, (iii) self‐enhancement values less negatively and (iv) self‐transcendence values less positively. Culture moderated value–SWB relations more weakly for DEP than for LS. Culture moderated value–LS relations more strongly than the socio‐economic context did. This study demonstrates how the cultural context shapes individual‐level associations between values and SWB. Copyright © 2017 European Association of Personality Psychology     

Believing literally versus symbolically: values and personality correlates among Spanish students

Values and personality correlates of general religiousness may be specific and even different when one distinguishes between Exclusion versus Inclusion of Transcendence and Literal versus Symbolic thinking on religious issues. In the present study, 133 Spanish students were administered the Schwartz Value Survey, the NEO‐PI‐R and the Post‐Critical Belief scale. Exclusion versus Inclusion of Transcendence reflected the conflict between openness to change (and hedonism) and conservation values; it was positively related to agreeableness and conscientiousness, and negatively to universalism and openness to experience. Literal versus Symbolic thinking reflected the conflict between self‐enhancement and self‐transcendence values, and was associated with high openness to experience. Results partially replicated previous studies in Belgium, with some differences that were rather in line with previous meta‐analyses. The discussion also points out cultural and contextual specifics.     

Self‐esteem and values

The purpose of the present study was to connect personal values to self‐esteem in 14 samples (N = 3612) of pre‐professionals, high school students, and adults, from Finland, Russia, Switzerland, Italy, and Estonia. Self‐enhancement values (power, achievement) and openness to change values (self‐direction, stimulation) were positively, and self‐transcendence values (universalism, benevolence) and conservation values (tradition) were negatively related to self‐esteem. These direct relations between values and self‐esteem were only partly consistent with predictions derived from Maslow's theory of growth and deficiency needs. In samples of pre‐professionals, self‐esteem was correlated with congruence between personal values and the prevailing values environment. On the group‐level, endorsement of achievement and universalism values was more strongly and positively related to self‐esteem in samples where these values were considered more important. In contrast, endorsement of self‐direction and hedonism values was more strongly and positively related to self‐esteem in samples where these values were considered less important. These group‐level results are interpreted as suggesting that attainment of culturally significant goals may raise self‐esteem, but that high self‐esteem may be required for the pursuit of less socially desirable goals. Copyright © 2007 John Wiley & Sons, Ltd.     

“Do human values matter for promoting brands on social media? How social media users' values influence valuable brand‐related activities such as sharing,content creation,and reviews”

Companies consider social media‐based consumer engagement behaviors such as sharing, content creation, and reviews for brands as more valuable than “liking” or consuming brand content. Studies show that branded content shared or created by consumers on social media may drive more brand awareness and loyalty than “likes” (Adweek, 2013). Global companies are increasingly focusing their efforts on motivating consumer‐driven content creation (e.g., Coca‐Cola #shareacoke and Apple #ShotoniPhone; Sprout Index, 2018). However, marketing practitioners are only recently beginning to understand social media audiences who engage in such activities (Adweek, 2018). This study posits that human values can be used to identify and segment audiences for social media‐based valuable brand activities. Three online surveys were conducted with Facebook, Twitter, and Instagram users (ages 18–34) on Amazon Mechanical Turk (N = 491). The relationship between social media users' values and their reported social media activities was examined. Findings indicate that the human values examined (conservation, self‐enhancement, openness to change and self‐transcendence) are significant drivers of valuable brand‐related social media activities. Companies should address conservation‐driven users in order to elicit brand sharing and creation activities. Companies should target conservation‐driven users for sharing promotions, self‐enhancement‐driven users for sharing informational content and writing of product reviews, and openness to change‐driven users for user‐generated content. Bussinesses should further highlight their corporate social responsibility efforts as a negative relationship is found between users' self‐transcendence values and brand activities. Recommendations are provided on how brandscan address users' values in their social media marketing to motivate sharing of branded content and content creation.     

Blurring the Dichotomy of Good and Evil: The Idiosyncratic Helping Strategies Associated with Unmitigated‐Agentic and Unmitigated‐Communal Personalities

We theorized that unmitigated‐agentic personality constructs (UAPs)—prioritizing 'getting ahead’ over 'getting along’—and unmitigated‐communal personality constructs (UCPs)—prioritizing getting along over getting ahead—are associated with distinct affect‐regulatory helping strategies. In Study 1 (N = 179), UAPs, on average, related to greater negative‐affect versus positive‐affect induction helping tactics. In two experiments, UAPs, on average, related to a greater likelihood of selecting anger‐inducing versus love‐inducing or sadness‐inducing songs to help a target overcome a breakup (Study 2; N = 313) and greater selection of anger‐inducing and hubris‐inducing messages versus authentic‐pride‐inducing and love‐inducing messages to help a teammate struggling in a game (Study 3; N = 246). UCPs manifested the opposite patterns. Generally, these associations corresponded with helping‐strategy utility beliefs and were robust to moderators of helping target (self or other; Study 2) or altruistic versus selfish motives (Study 3). Study 4 (N = 205) provided some evidence of ecological validity in contexts of recalled everyday helping. Associations between personality constructs and relative helping strategies were about moderate in size (rs ~ .20) across these four studies. Findings suggest that UAPs are associated with helping strategies believed to promote ‘contemptuous’ self‐enhancement relative to ‘innocuous’ self‐enhancement and self‐transcendence, and vice versa for UCPs. © 2019 European Association of Personality Psychology     

Attachment security,values, and prosocial attitudes

The objective of this study was to determine whether individuals with different attachment styles held different prosocial values and attitudes given their different models of self and of others. A sample of 717 university students completed the ECR ‐S (Experiences in Close Relationships‐Spanish) and the PVQ (Portrait Values Questionnaire), and evaluated different prosocial attitudes. The results showed that secure individuals reported higher scores on self‐transcendence and in the value self‐directions of the dimension openness to change , whereas insecure individuals had higher scores on conservation and self‐enhancement . No differences were found in the attitudes of individuals with different attachment styles. These findings show a link between the dimensions of the universal values theory, and the models of self and of others.     

Morality,values, traditional bullying,and cyberbullying in adolescence

The aim of the present study was to investigate moral aspects and human values in traditional bullying and cyberbullying, in order to detect differences between the two types of bullying and to test the role of immoral and disengaged behaviours in mediating the relationships between personal values and involvement in bullying. Sample comprised 390 adolescents aged 14–18, balanced for gender, attending different high schools. Traditional and cyberbullying were detected by means of two self‐report measures, while the Portrait Values Questionnaire was used to assess 10 values in four dimensions according to the value system model by Schwartz (1992): self‐trascendence, self‐enhancement, openness to change, and conservation. Finally, immoral and disengaged behaviours were assessed by means of five items about behavioural and personal aspects salient for morality. Results showed that, irrespective of gender, self‐enhancement and self‐trascendence moderately predicted cyber and traditional bullying, respectively, while immoral and disengaged behaviours predicted both. Indirect effects showed that self‐enhancement and openness to change predicted both forms of bullying through immoral behaviour. Results are discussed in terms of similarities and differences between cyber and traditional bullying and with attention to the central role of morality in explaining bullying nature.     

Personal Values,Autonomy, and Self‐efficacy: Evidence from frontline service employees

Employee's self‐efficacy has been related with important outcomes for organizations, such as service quality and job performance. Thus, understanding the antecedents of self‐efficacy can have important payoffs. Accordingly, this paper investigates how personal values interact with autonomy to affect employee's self‐efficacy. The hypotheses are tested with a sample of bank employees. The results reveal that conservation is negatively related to self‐efficacy and that both openness to change and self‐enhancement values have a positive impact on self‐efficacy. Autonomy is also positively associated with self‐efficacy. Finally, autonomy mitigates the negative effects of conservation on self‐efficacy, and strengthens the positive effects of self‐enhancement on self‐efficacy.     

Values and love styles in Turkey and Great Britain: An intercultural and intracultural comparison

Little previous research has examined the relationship between values and love styles, and none has done so across cultures or intracultural regions. This research was the first attempt to explore the correlation between individual‐level values and love styles, and examined both within‐ and between‐cultural variations in love styles. In this study 224 participants from Turkey and Britain, from urban or rural locations, completed the Portrait Values Questionnaire and the Love Attitudes Scale measure of love styles. Pancultural analyses demonstrated significant correlations between certain value dimensions and love styles. In particular, agape (selfless love) was positively correlated with self‐transcendence, ludus (game‐playing love) was positively correlated with self‐enhancement, and pragma (realistic love) was positively correlated with conservation. The inclusion of location and nationality and their interactions with values in the multiple regression analyses significantly increased the variance explained by values for five of the six love styles. Multivariate analyses indicated that ludus, storge, mania, and pragma were all significantly higher among Turkish respondents; pragma, mania, and agape all higher amongst rural respondents. Eros was highest among rural British respondents; storge, pragma, and agape highest among rural Turks. When these culture effects were explored, conservation significantly mediated the relationship between the groups of more conservative rural Turks (versus other participants) and both pragmatic and storgic love styles. Findings are discussed in the light of disparities in values and relationship styles within cultures, and the need to include both intracultural and intercultural variations in cross cultural research.     

Preference for consistency and value dissimilarities in dehumanization and prejudice toward asylum seekers in Australia

Recent research has highlighted the importance of differential attribution of uniquely human characteristics in dehumanization and prejudice. Relatively little is known, however, about the importance of perceiving dissimilarities between the ingroup and outgroup in different types of values (beyond prosocial values), or the role of preference for consistency (PFC). This study investigated values, perceived dissimilarities in values, and PFC, in dehumanization of and prejudice toward asylum seekers in Australia. Results from a survey of 140 Australians revealed a strong relationship between dehumanization and prejudice. Individuals with stronger conservation and self‐enhancement values, and greater perceived dissimilarity to asylum seekers on self‐transcendence and self‐enhancement values, dehumanized asylum seekers more and were more prejudiced toward them. The relationships between perceived self‐transcendence and self‐enhancement dissimilarities and prejudice were mediated by dehumanization, whereas PFC moderated the relationship between conservation value differences and dehumanization. These findings offer important insight into the conditions that promote dehumanization and prejudice, which may in turn help explain the negative perceptions of asylum seekers in Australia. Copyright © 2014 John Wiley & Sons, Ltd.     

Personal values and political activism: A cross‐national study

Using data from 28 countries in four continents, the present research addresses the question of how basic values may account for political activism. Study (N = 35,116) analyses data from representative samples in 20 countries that responded to the 21‐item version of the Portrait Values Questionnaire (PVQ‐21) in the European Social Survey. Study (N = 7,773) analyses data from adult samples in six of the same countries (Finland, Germany, Greece, Israel, Poland, and United Kingdom) and eight other countries (Australia, Brazil, Chile, Italy, Slovakia, Turkey, Ukraine, and United States) that completed the full 40‐item PVQ. Across both studies, political activism relates positively to self‐transcendence and openness to change values, especially to universalism and autonomy of thought, a subtype of self‐direction. Political activism relates negatively to conservation values, especially to conformity and personal security. National differences in the strength of the associations between individual values and political activism are linked to level of democratization.     

Different Ways of Being Authoritarian: The Distinct Effects of Authoritarian Dimensions on Values and Prejudice

The traditional and still dominant approach to authoritarianism measures it as a unidimensional construct. However, in the past few years some studies have assessed the three hypothesized authoritarianism components (i.e., authoritarian submission, authoritarian aggression, and conventionalism) separately. The aims of this study are to verify that the three‐correlated‐factor structure fits the data better than the one‐factor model and to analyze the distinct effects of the three dimensions of authoritarianism on values and prejudice. A total of 169 Italian citizens responded to a questionnaire. As hypothesized, a structural equation model shows that the dimension of authoritarian submission is mainly related to the openness to change vs. conservation values opposition; the dimension of authoritarian aggression is more characterized on the self‐transcendence vs. self‐enhancement values opposition; conventionalism is mainly linked to traditional values. As concerns prejudice, this variable is predicted just by authoritarian aggression. Theoretical implications as concerns the conceptualization of authoritarianism are discussed.     

Understanding consumer purchase of free‐of cosmetics: A value‐driven TRA approach

This study concerns the free‐of trend on the cosmetics market as expressed by a tendency among consumers to prefer cosmetics that are free of certain ingredients. Combining the Theory of Reasoned Action with a value‐driven approach, this study empirically investigates the association between consumers' personal values and their attitude and behaviour associated with purchasing free‐of cosmetics. A quantitative online survey of 250 Danish female consumers was conducted using self‐administering questionnaires. The findings indicate that consumers' willingness to purchase free‐of cosmetics (R² = .48) is both influenced by attitude (β = .65) and perceived subjective norm (β = .21) with attitude having the largest predictive power. Moreover, consumers' attitude towards willingness to purchase free‐of cosmetics seems to be value driven. Our results indicate that two values, self‐transcendence (β = .28) and self‐enhancement (β = ?.21), significantly influence attitude towards free‐of cosmetics purchase (R² = .10). Copyright © 2012 John Wiley & Sons, Ltd.     

Values,Life Events,and Health: A Study in a Finnish Rural Community

The relationships between individual values (Schwartz, 1992), life events, and psychological symptoms were analyzed in a general population sample from a Finnish rural community. The design was a cross‐sectional survey. Data were gathered in 1993 (n = 174) and 2007 (n = 226). We investigated whether personal values would predict the number of life events. Results showed that openness to change values was positively and conservation values, negatively related to life events (those over which the individual had certain degree of control, e.g. getting a new job) in 1993. As expected, an increase in the importance of conservation values from 1993 to 2007 weakened the association between values and life events so that in 2007, only stimulation values were related to events. Although no consistent direct relations were found between single values and symptoms, we found that the higher the value congruence between individual and group values, the fewer the reported symptoms, for both time points. This research provided evidence suggesting that life events are also related to one's personal value priorities. Copyright © 2012 John Wiley & Sons, Ltd.     

Motivational goals,group identifications,and psychosocial adjustment of returning migrants: The case of Jews returning to Russia

The present study investigated the motivational goals, group identifications, and psychosocial adjustment of Jews who returned to Russia after emigrating from the republics of the Former Soviet Union to different countries (n = 151). To gain a deeper understanding of these returning migrants, their traits were compared with those of Jews living in Russia who did not emigrate (n = 935). Compared to locals, returnees reported a higher preference for the openness to change and self‐enhancement values and a lower preference for the conservation values; there was no difference in the self‐transcendence values. Returning migrants had a relatively weak affiliation with the home country: they had a weaker identification with the home country than with the country of emigration, their identification with Russians was weaker than that among Jews who did not emigrate from Russia, and their intention to emigrate (again) from Russia was greater than that among locals. However, the Jewish identification of returning migrants was similar to that of locals. The adjustment of returning migrants varied across different dimensions: their economic adjustment was better than that of locals; however, the interpersonal adjustment of returnees was less successful than among locals.     

Self‐Enhancement in Military Leaders: Its Relevance to Officer Selection and Performance

We report on two studies in which we measured army cadets' tendencies to engage in two types of self‐enhancement: communal self‐enhancement (a moralistic bias in self‐presentation) and agentic self‐enhancement (an egotistic bias in self‐presentation). These self‐presentation styles were then related to their selection and performance as military leaders. In Study 1, scores on self‐enhancement questionnaires were used to predict selection decisions for 206 applicants to an army officer training program. We found that applicants who were higher in either communal or agentic self‐enhancement were more likely to be accepted for leadership training. In Study 2, we evaluated peer and superior ratings of 94 military cadets' leadership, reflecting leadership emergence and leadership effectiveness, respectively. We found that communal self‐enhancement negatively predicted leadership emergence, with those ratings becoming more negative over a 3‐year time‐span, whereas agentic self‐enhancement positively predicted leadership effectiveness. Our results imply that, at least in the present military context, people making selection decisions should be particularly aware of the relations between (a) applicant self‐enhancement tendencies and those decisions, and (b) high communal self‐enhancement in officer trainees and negative evaluations by their cadet peers.     

Rehearsal partially mediates the negative relations of the fading affect bias with depression,anxiety, and stress

The fading affect bias (FAB) is defined by unpleasant affect fading faster than pleasant affect. The FAB persists across several cultures and event types, and it is positively related to healthy outcomes and negatively related to unhealthy outcomes. Although the notion of the FAB as a healthy process fits well with contemporary theoretical perspectives, such as self‐enhancement theory, few studies have (a) examined and established reliable relations between the FAB and psychological distress variables and (b) established overall rehearsal as a mediator of these relations. We examined and found reliable, negative relations between psychological distress and the FAB for combined data from several studies examining different event types. We also examined and showed that overall rehearsal partially mediated these relations. These findings help legitimize the relation of psychological distress and FAB as a reliable scientific phenomenon, show that the FAB results from cognitive mechanisms, and support therapeutic emotional memory reinterpretation.     

Attitude toward environmental policy measures related to value orientation

Moderated mediation effects on attitude toward environmental policy measures of a self‐enhancement vs. self‐transcendence value orientation were examined in two studies. Study 1 (n = 91) showed that for policy measures incurring nontransparent personal costs, influence of value orientation on attitude is fully mediated by environmental concern, whereas for measures incurring transparent personal costs, influence is partially mediated by environmental concern. Study 2 (n = 71) showed that while influence of value orientation on attitude toward eco‐labeled electricity is not mediated by environmental concern, it is fully mediated by reluctance to pay surcharges for eco‐labeled electricity. Value orientation was also shown to moderate influence of reluctance to pay on attitude in that reluctance had an effect only for a self‐enhancement value orientation.     

Parent–child value similarity in families with young children: The predictive power of prosocial educational goals

Value transmission from one generation to the next is a key issue in every society, but it is not clear which parents are the most successful in transmitting their values to their children. We propose parents’ prosocial educational goals as key predictors of parent–child value similarity. Accordingly, we hypothesized that the more parents wanted their children to endorse values of self‐transcendence (helping, supporting, and caring for others) and the less parents wanted their children to endorse the opposing values of self‐enhancement (striving for power and achievement), the higher would be parent–child overall value similarity. Findings from two studies of families – Study 1: 261 Swiss families, children aged 7–9 years; Study 2: 157 German families, children aged 6–11 years – confirmed this hypothesis. The effect was even stronger after controlling for values that prevail in the Swiss and German society, respectively. We integrate evidence from this study of values in families with young children with existing findings from studies with adolescent and adult children, and we discuss potential pathways from parents’ educational goals to parent–child value similarity.     

Identification During Imposed Change: The Roles of Personal Values,Type of Change,and Anxiety

Using a person‐situation perspective, we explain what happens to individuals' identification with a collective in the context of a change. We propose that given the anxiety that often emerges during change, individuals' personal values (conservation and openness to change) interact with type of change (imposed vs. voluntary) in predicting identification following change. In a pilot, longitudinal field study (N = 61, 67% female) of an imposed university campus relocation, we measured employees' values and identification with the university before and several months after the relocation. In two lab experiments (Study 1: N = 104, 91.3% female; Study 2: N = 113, 75.2% female), we manipulated a change to be either imposed or voluntary and compared the relationships between values and identification across types of change. In Study 2, we also measured anxiety from the change. When change was imposed (all three studies), but not when voluntary (Studies 1 and 2), individuals' conservation was positively, and openness negatively, related to individuals' post‐change identification. The effects emerged only for individuals who experienced change‐related anxiety (Study 2). Our findings demonstrate that individuals' identification with a changing collective depends on the amount of anxiety change elicits and on the particular combination of their values and type of change.