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Individual Differences in Differentiation in the Rating of Personal Values: The Role of Private Self-Consciousness

Department of Advertising, University of Illinois

John A. McCarty

Department of Advertising, University of Illinois

Past research has shown that when personal values are measured by a rating procedure, respondents often show little differentiation among the values, tending to assign similar, high ratings to all of them. Data from two studies suggest that level of private self-consciousness moderates the degree of differentiation: individuals higher in private self-consciousness make greater distinctions among the values. Consistent with past research, these studies suggest that those higher in private self-consciousness have a better-articulated self-schema and are more aware of internal dispositions. Discussion addresses theoretical issues for self-consciousness and personal values research.

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