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When Does Behavior Reflect Personal Values? A Study on Values’ Actual Self-Importance, Perceived Social Importance, and Value-Behavior Relations

Korean Journal of Social and Personality Psychology / Korean Journal of Social and Personality Psychology, (P)1229-0653;
2012, v.26 no.3, pp.25-43
https://doi.org/10.21193/kjspp.2012.26.3.003

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Abstract

When do individuals act on their personal values? Based on a distinction between actual self-importance (the extent to which individuals personally endorse certain values) and perceived social importance of values (the extent to which individuals consensually believe the values to be important to their group), this study found that collectivistic values were rated higher in the perceived social importance than in the actual self-importance while the opposite was the case for individualistic values. In addition, the relation between personal values and self-reported value-expressive behaviors was inversely associated with perceived normative pressures such that personal values related the strongest to the behaviors for which normative pressures were perceived to be the weakest. These data were interpreted to suggest that a collective misrepresentation of cultural values might contribute to the persistence of collectivism in the Korean cultural context and that the relation between personal values and behaviors might be partly masked by perceived normative pressures.

keywords
values, behavior, actual self-importance, perceived social importance, normative pressures, 가치, 행동, 실제 자기 중요도, 지각된 사회적 중요도, 규범적 압력

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