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SPSP Annual Meeting 2010

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Personality and Social Psychology Bulletin
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Conformism Moderates the Relations Between Values, Anticipated Regret, and Behavior

Jan-Erik Lönnqvist

University of Helsinki, Finland

Sointu Leikas

University of Helsinki, Finland

Sampo Paunonen

University of Western Ontario, Canada

Vesa Nissinen

National Defence College, Finland

Markku Verkasalo

University of Helsinki, Finland

The purpose of the present study was to evaluate the moderating effect of Conformism values on the relations between other values and behavior. The authors expected people low, but not high, in Conformism to behave in a manner that is consistent with their personal values related to self-transcendence versus self-enhancement. In Study 1 (N = 199), such values predicted actual altruistic behavior, as estimated by other-reports, but only if Conformism values were low. In Study 2 (N = 189), only people who considered Conformism values to be relatively unimportant showed expected connections between self-transcendence values and anticipated regret in hypothetical scenarios having negative consequences. The data are interpreted as supporting the view that (a) anticipated regret motivates value-consistent behavior, (b) self-transcendence values in particular are connected to altruistic behavior and to anticipated regret, but (c) conformity to social norms moderates these connections.

Key Words: values • conformism • altruism • regret

Personality and Social Psychology Bulletin, Vol. 32, No. 11, 1469-1481 (2006)
DOI: 10.1177/0146167206291672
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