Values as Guiding Principles of Motivation: A Two Factor Model

Abstract

Although people use stereotypes and prejudices to arrive at preferred conclusions, individual differences determine the extent and direction to which these intergroup attitudes color judgments. Research demonstrates that numerous personality variables act as predictors of the use of stereotypes and prejudice. Some attempts have been made to organize these measures into underlying values systems. I tested the hypotheses that values influence perceptions of ingroups and outgroups. In Study 1, participants completed individual difference measures. Factor analysis revealed two independent factors: Egalitarianism, which predicted positive judgments of outgroups, and Conservatism, which predicted positive judgments of ingroups. In Study 2, participants read a story describing either a gay or heterosexual man. I predicted that participants would vary their interpretation of the target based on their value orientations. Although Egalitarianism and Conservatism did not predict ratings of the target individual, they did predict free responses of the target, homophobia, and behaviors.