Evaluation apprehension as a factor in the Rokeach Value Change Paradigm

Campbell, Arnold James (1974) Evaluation apprehension as a factor in the Rokeach Value Change Paradigm. Masters thesis, Memorial University of Newfoundland.

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Abstract

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 Apprehension / Upward Cued condition ranked the target value significantly above the Low Evaluation Apprehension / Upward Cued condition and the effect was present six weeks later. Secondly, it was found that in the High Evaluation Apprehension condition the Upward Cued subjects ranked the target value significantly higher than both the Non Cued and Downward Cued subjects but there was no significant difference between these three groups in the Low Evaluation Apprehension condition. This pattern also persisted over time. In the No Evaluation Apprehension condition the Upward Cued subjects ranked the target value higher than both the Non Cued and Downward Cued subjects but this difference was not long term. Behavioural change measured at the six week point was only apparent for the High Evaluation Apprehension / Upward Cued subjects. Attitude change was also greater for the High Evaluation Apprehension / Upward Cued subjects than for Low Evaluation Apprehension / Upward Cued subjects. The results were interpreted as support for the contention that evaluation apprehension can account for both short and long term value change and its consequent behaviour and attitude change. Self-dissatisfaction theory is analyzed within the context of the present results.

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