Protecting my turf: The moderating role of generational differences on the relationships between self-direction and hedonism values and reactions to generational diversity
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Updated: Jan 26, 2026

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Published on: October 20, 2023
S B Dust1, M W Gerhardt1, D Hebbalalu1
1a Farmer School of Business , Miami University.
Abstract:
Drawing from basic human values theory and generational identity theory, we hypothesize that two self-focused values, self-direction and hedonism, will be negatively associated with reactions to generational diversity initiatives, and that this relationship will differ between millennials and non-millennials. As expected, our findings illustrate that self-direction and hedonism are negatively related to reactions to generational diversity initiatives. Additionally, self-direction's influence on reactions to diversity initiatives is significantly higher for non-millennials than millennials. These findings suggest that generational differences affect cognitive processes surrounding reactions to generational diversity initiatives.
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