Tying the value of goals to social class.

Although everyone strives toward valued goals, we suggest that not everyone will be perceived as doing so equally. In this research, we examine the tendency to use social class as a cue to understand the importance of others' goals. Six studies find evidence of a goal-value bias: Observers perceive goals across a variety of domains as more valuable to higher class than to lower class individuals (Studies 1-6). These perceptions do not appear to reflect reality (pilot study), and those who are strongly motivated to justify inequality show the bias to a greater extent (Studies 5 and 6), suggesting a motivated pathway. We also explore implications of the bias, finding that Americans tend to offer better opportunities to, and prefer to collaborate with, higher class than lower class others, revealing discriminatory outcomes that are partially driven by perceived goal value (Studies 2, 3, 4, 6). Results suggest that Americans expect higher class individuals to value achieving goals more than their lower class counterparts, fueling increased support for those who are already ahead. (PsycInfo Database Record (c) 2023 APA, all rights reserved).

Duke Scholars

Author Grainne Fitzsimons Fuqua School of Business