Exploring the Dynamics of Business Values: A Self-Affirmation Perspective

In this paper our aim is to augment the value-congruency literature by demonstrating the dynamics of business value structures. The relationship between cognitive discomforts and value restructuring is examined by applying self-affirmation theory. Subjects (N = 115) were randomly assigned either to the treatment group (n = 69) or control group (n = 46). Those subjects in the treatment group were tasked with deciding between two different organizational re-structuring options that involved downsizing. The values of job-entitlement, and obligations to the disadvantaged shifted in emphasis in a direction that legitimated and justified the lay-off decision. The value of economic nationalism remained unchanged. Implications for research and practice are discussed.