Stable or Dynamic Value Importance?

Abstract

In proposing that value endorsement level is dynamic rather than static, this study investigated how value importance judgments would vary with situation. Questionnaires were mailed to community residents ( N = 276), using a scenario that described a realistic value conflict in an environmental issue. The results demonstrated that value importance judgments varied with situation, but the degree to which the situation influenced the judgment was moderated by the preexisting value endorsement level. Moreover, the study suggests that when 2 values are in conflict, the degree of difference in preexisting level of endorsement of the 2 values may be a better predictor of the judgments than the endorsement level of a single value.