The dual route to value change: Individual processes and cultural moderators

Understanding value stability and change is essential for understanding values of both individuals and cultures. Yet, theoretical thinking and empirical evidence on this topic have been scarce. In this paper we suggest a model outlining processes of individual value change. This model proposes that value change can occur through automatic and effortful routes. We identify five facilitators of value change (priming, adaptation, identification, consistency maintenance, and direct persuasion), and consider the moderating role of culture in each. In addition, we discuss the roles of culture, personal values, and traits as general moderators of value change. Evidence on the structure of value change and the effects of age on value change are also reviewed.