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

B Verplanken, R Holland

Research output: Contribution to journalArticle

569 Citations (Scopus)

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 counter-value 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, energize and regulate value-congruent behavior, but only if values were cognitively activated and central to the self. [2005 Impact Factor: 4.211]
Original languageEnglish
Pages (from-to)434-447
Number of pages14
JournalJournal of Personality and Social Psychology
Volume82
Issue number3
Publication statusPublished - 2002

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