Different selves, different values: Effects of self-construals on value activation and use
Article first published online: 5 DEC 2008
Copyright © 2008 John Wiley & Sons, Ltd.
European Journal of Social Psychology
Volume 39, Issue 6, pages 909–919, October 2009
How to Cite
Verplanken, B., Trafimow, D., Khusid, I. K., Holland, R. W. and Steentjes, G. M. (2009), Different selves, different values: Effects of self-construals on value activation and use. Eur. J. Soc. Psychol., 39: 909–919. doi: 10.1002/ejsp.587
- Issue published online: 19 AUG 2009
- Article first published online: 5 DEC 2008
- Manuscript Accepted: 29 SEP 2008
- Manuscript Received: 14 AUG 2007
- Norwegian Research Council
Three experiments demonstrated structural properties and dynamic effects of self-construal on the processing and use of values. In Study 1, it was found that self-focus during encoding caused spontaneous cognitive clustering of individualistic versus relational values. Study 2 demonstrated that self-construal affected the implicit weight of a value-related attribute in a multi-attribute choice task. In Study 3, behavioral intentions were better predicted by personal values than social norms when the personal self was primed, whereas social norms predicted better when the collective self was primed. The effects of manipulated self-construal were mimicked when comparing participants with an individualistic versus collectivistic cultural background. No interaction was found between priming and cultural background. Taken together, the studies demonstrated that different domains of the self are associated with different values, which may instigate different cognitive and behavioral processes when activated. Copyright © 2008 John Wiley & Sons, Ltd.