Evaluation apprehension as a factor in the Rokeach Value Change Paradigm

TL;DRAbstract

The present study was performed to determine whether or not evaluation apprehension (Rosenberg, 1965, 1969) could account for both short and long term value changes accompanied by related attitude and behavioural change. Previously most research related to value change as measured by the Rokeach Value Survey had been explained in terms of self-dissatisfaction. Rokeach has argued that it is very unlikely that any other theory could account for the changes he has demonstrated. Each subject in the present study received a written communiqué which included on of three evaluative messages (High, None, or Low) and each of these messages was combined with one of three directional cueing messages (Upward, None, or Downward) for the target value A World of Beauty. The resultant experimental design was a 3 x 3 factorial. Subjects rank ordered the values the Rokeach Value Survey (1967) directly after the experimental manipulation and again six weeks later. As hypothesized the High Evaluation Appr

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