Motivated decision making: Effects of activation and self-centrality of values on choices and behavior.

Abstract

Six studies examined the value-behavior relation and focused on motivational properties of values, the self, and value activation. Priming environmental values enhanced attention to and the weight of information related to those values, which resulted in environmentally friendly consumer choices. This only occurred if these values were central to the self-concept. Value-congruent choices were also found in response to countervalue behavior in an unrelated context. Donating behavior congruent with central altruistic values was found as a result of enhanced self-focus, thus demonstrating the importance of the self in the value-behavior relation. The external validity of the value-centrality measure and its distinction from attitudes were demonstrated in the prediction of voting. Values were thus found to give meaning to, energize, and regulate value-congruent behavior, but only if values were cognitively activated and central to the self.

Intentions to make sustainable tourism choices: do value orientations, time perspective, and efficacy beliefs explain individual differences?

“…Research shows, for instance, that cognitively activating certain values (e.g. by priming) can promote behaviours congruent with these values (Biel, Dahlstrand, & Grankvist, 2005;Verplanken &Holland, 2002). De Groot andSteg (2009) suggested two ways through which the cognitive accessibility of biospheric and/or altruistic values might be increased.…”

Employees as internal audience: how advertising affects employees’ customer focus

“…Collectively, research shows that value congruence makes shared meaning and coordinated behavior more likely. With respect to advertising, we expect value-congruent ads to reinforce, strengthen and activate motivational properties attached to portrayed values (Verplanken and Holland 2002). As a result, value congruence in ads is likely to positively engage and motivate employees to support the vision of their organization portrayed in the ad.…”

“…Enhancing self-focus has been shown to activate central values (Verplanken and Holland 2002). Thus, it is not surprising that employees commonly evaluate the value congruence of ads (Gilly and Wolfinbarger 1998).…”

Two Independent Value Orientations: Ideal and Counter-Ideal Leader Values and Their Impact on Followers’ Respect for and Identification with Their Leaders

“…As such, values profoundly affect people's attitudes (Maio and Olson 1994) and behaviors (Verplanken 2004;Verplanken and Holland 2002) toward the social world. Recently, there has been a resurgence of research on topics such as values, value congruence, and value leadership (e.g., Posner 2010; Suar and Khuntia 2010;van Quaquebeke et al 2009).…”