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Summary PBC Topic 5
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Topic 5 – Values and money[Lecture notes]
Schwartz theory of basic values
Opposites are also opposite values.
Do values correlate with behaviour?
- Tradition and stimulation values correlate highly with behaviour that expresses this
- Hedonism, self-direction, universalism, and power values show reasonable
associations
- Security, conformity, benevolence, and achievement relate only weakly to behaviour.
When do values predict behaviour?
- When you have values that everybody endorses, they predict behaviour less well
o Norms can overrule personal values
- ‘Why do I want to do things’ (long-term) versus ‘How do I do things?’ (short-term)
o Values are stronger when they think in the first mode
o Thus, when values match the request, ensure the request is about a distant
event (or focus on the why). When there’s a mismatch, ensure the request is
about an immediate event (or focus on the how).
How can values be used to change behaviour?
- People want to be consistent, however, they often display behaviours that are not in
line with their values.
, - Hypocrisy paradigm: Help people act more in line with their values
o Making people aware about their misalignment and making them advocate
for their value (i.e., being on a poster for water-saving behaviour).
Combination is the best
Can values be activated?
- Appealing to self-interested motives makes people more selfish while self-
transcendent motivates make people more generous in general (i.e., the effect of
self-transcendent motives is spilled over to other areas too)
Why are monetary appeals often not convincing?
- Self-perception (Green versus greedy)
- Cost-benefit analyses (Pay enough or don’t pay at all)
o Money may undermine intrinsic motivation
o Depends on the context: When it’s worth the effort
- Long-term positive effect for lifestyle changes and incentives are often not seen
o This is also the case for social dilemma’s
o Depends on the context
- Incentives can be used:
o For simple, concrete rules (e.g., come to school)
o To create (health) behaviours as long as you keep paying
o Reinforcement learning (unexpected rewards)
[Bardi and Schwartz, 2003]
This research examines relations of a comprehensive set of values to a wide range of
behaviours. Bardi and Schwartz argue that one motivational structure organizes the relations
among the sets of values and behaviour.
Values convey what is important to us in our lives. Each person holds numerous values with
varying degrees of importance.
The Schwartz value theory defines 10 broad values according to the motivation that
underlies each of them.
The pursuit of each value has psychological, practical, and social consequences that may
conflict of may be congruent with other values.
Values and behaviour
The natural way to pursue important values is to behave in ways that express them or
promote their attainment.
- Value-expressive behaviour: Behaviours that express primarily one value
People behave according to their values because one has a need for consistency between
one’s values and actions. Value-consistent behaviour is also rewarding, as it helps people get
what they want.
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