On being better than average in values

Do people feel that their personal values are better than others, even though they are happier if their values are similar to those around them? We examined the Better Than Average (BTA) effect in values in four cultures (Study 1: USA, China and Malaysia; Study 2: USA, using diverse online panel samples) and relative to either a more abstract (university) or a more concrete (department) reference group (Study 3, conducted with students in Israel). Across all samples and cultures, we found that people perceived their personally desired values as more important to the self than to others, and they perceived their less personally desired values as more important to others than to the self. Self-other comparisons favouring the self were even stronger for values that are normatively desired in society, and self-other comparisons favouring others were even stronger for values that are less normatively desired in society. We also found a relatively greater BTA effect towards a more abstract group and its positive consequences to self-esteem. This research contributes to the theoretical understanding of value perception as prone to biases, generalizability and robustness of the BTA effect, and cross-cultural psychology. We discuss important societal implications of this effect.