Circular models of values and goals suggest that some motivational aims are consistent with each other, some oppose each other, and others are orthogonal to each other. The present experiments tested this idea explicitly by examining how value confrontation and priming methods influence values and valueconsistent behaviors throughout the entire value system. Experiment 1 revealed that change in 1 set of social values causes motivationally compatible values to increase in importance, whereas motivationally incompatible values decrease in importance and orthogonal values remain the same. Experiment 2 found that priming security values reduced the better-than-average effect, but priming stimulation values increased it. Similarly, Experiments 3 and 4 found that priming security values increased cleanliness and decreased curiosity behaviors, whereas priming self-direction values decreased cleanliness and increased curiosity behaviors. Experiment 5 found that priming achievement values increased success at puzzle completion and decreased helpfulness to an experimenter, whereas priming with benevolence values decreased success and increased helpfulness. These results highlight the importance of circular models describing motivational interconnections between values and personal goals.Keywords: priming, motivation, goals, behavior Specific patterns of motivation interconnection have been described in an influential model of social values (Schwartz, 1992) and a more recent model of personal goals (Grouzet et al., 2005). The model of values focuses on abstract ideals-such as freedom, equality, helpfulness, and enjoying life-that people regard as important guiding principles. The model of personal goals focuses on aims and aspirations-such as self-acceptance, affiliation, physical health, and popularity-that a person has. Despite their slightly different foci, both models propose that there are "four occasionally overlapping but sometimes conflictual motivational systems that people must negotiate as they make their way through life" (Grouzet et al., 2005, p. 813). In this article, we briefly review these models and argue that their assumptions about motivational interconnections can be useful for understanding basic mechanisms in judgment and action. This idea is then illustrated in five experiments that explore novel implications derived from one of the models.
CIRCULAR PATTERNS IN VALUES ANDPERSONAL GOALS Schwartz's (1996) cross-cultural model of values indicates that values are self-imposed criteria that balance between individual needs, the coordination of social interaction, and group survival. As values coordinate these concerns, they come to express and serve 10 types of motivation: power, achievement, hedonism, stimulation, self-direction, universalism, benevolence, tradition, conformity, and security (see Table 1 for more detail). 1 More important, Schwartz (1992) suggested that these 10 motives possess various conflicts and compatibilities. As shown in Figure 1, these motivational interconnections can be modeled...