Fitting motivational content and process: A systematic investigation of fit between value framing and self-regulation.

OBJECTIVE: Values are often phrased as ideals that people seek to approach, but they can also be conceptualized as counter-ideals that people seek to avoid. We aimed to test whether individuals endorse more strongly values that are framed in line with their predominant self-regulatory motivation, using individual difference scales in promotion/prevention (Higgins, 1997) and in behavioral approach/inhibition (Carver & White, 1994). To address this systematically, we developed approach- and avoidance-framed versions of the Portrait Value Questionnaire-RR (PVQ-RR; Schwartz et al., 2012).

METHOD: Participants completed approach- and avoidance-framed PVQ-RR versions in two studies measuring regulatory focus or motivational orientation (together 414 U.S. adults, 48% female, ages 18-69) and one study manipulating motivational orientation (39 UK high school students, 79% female, ages 16-19).

RESULTS: Value framing consistently interacted with both self-regulation variables. However, a fit between self-regulation and value framing resulted in greater value endorsement only for promotion-focused and approach-oriented (not prevention-focused and avoidance-oriented) participants. This may be because values are more naturally understood as ideal states that people seek to approach.

CONCLUSIONS: Our findings provide first insights into the psychological process of person-value framing fit affecting value endorsement. We discuss implications for cross-cultural value research and research on value-congruent behavior.