Original Research ARTICLE
Social Construction of the Value-Behavior Relation
- 1Bremen International Graduate School of Social Sciences (BIGSSS), Jacobs University Bremen, Germany
- 2International Research and Teaching Laboratory of Sociocultural Research, National Research University Higher School of Economics, Russia
Personal values are reliable cross-situational predictors of attitudes and behavior. Since the resurgence in research on values following the introduction of Schwartz’s theory of basic values, efforts were focused on identifying universal patterns in value-attitude relations. While some evidence for such universal patterns exists more recent studies point out, there is still considerable variation in value-attitude and value-behavior links across cultures and contexts. Extending the existing literature on potential moderators in this paper we introduce the concept of value-instantiating beliefs.
This study looks at subjective construal of the value relevance of specific behaviors as a proximal moderator of value-attitude and value-behavior relations. We argue that a belief that construes a behavior as a valid instantiation of a value is a prerequisite for the relationship between said value and the behavior. We also argue that such value-instantiating beliefs play a central role in determining the direction of the relationship.
In a web-based survey experiment (N = 1724) consisting of three trials, we presented participants with vignettes describing behavioral choices. In order to manipulate the value-instantiating beliefs, the behaviors were described either neutrally, as reinforcing the value, or as inhibiting the value. We then measured the value-instantiating beliefs, the attitude towards the behavior, and the intention to perform it. Instantiating beliefs strongly moderated the relationship between the personal values and the dependent variables in all three trials. Moreover, the direction of the relationship was determined by the instantiating beliefs.
The results emphasize the plasticity of the value-behavior relation and the role of social construction in directing the motivational power of values towards concrete instantiating behaviors.
Keywords: Basic human values, Behavior, attitudes, value instantiation, Motivation, construal, social construction
Received: 31 Mar 2018;
Accepted: 08 Apr 2019.
Edited by:Paul H. Hanel, University of Bath, United Kingdom
Reviewed by:Liudmila Liutsko, Instituto Salud Global Barcelona (ISGlobal), Spain
Gregory R. Maio, University of Bath, United Kingdom
Thijs Bouman, University of Groningen, Netherlands
Copyright: © 2019 Ponizovskiy, Grigoryan, Kühnen and Boehnke. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Mr. Vladimir Ponizovskiy, Jacobs University Bremen, Bremen International Graduate School of Social Sciences (BIGSSS), Bremen, 28759, Germany, email@example.com