All choice points mandate a dichotomous initial decision: whether to attempt to replicate a response previously used in similar situations or to essay a different approach. Individuals are hypothesized to differ in the direction and degree of their relative preference for consistent vs. innovative approaches. According to social learning theory, innovation motivation should be determined by (a) the generalized expectancy that innovation produces reinforcing outcomes and (b) the need value of the opportunity to engage in “different” behaviors. In a series of studies, an inventory measuring the self-attributed value of behavioral variation displays adequate internal consistency and independence of social desirability and psychological health-distress. The vDiffer scale correlates strongly with sensation seeking, modestly with imaginative involvement, and very strongly with Openness to Experience; predicts divergent production of ideas on a changes in society test: and correlates quite strongly with peer nominations.
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