The objective of this paper is to augment the business values literature by building upon research that claims individual value frames are subject to hierarchical re-scaling, value redefinition, and value removal or induction. In contrast to the person-organization cultural fit approach of value congruence, we postulate that the cognitive discomforts resulting from just-world needs, self-identity completion and self-concept maintenance, as moderated by contextual and dispositional variables, are resolved through the selection and accentuation of legitimating and justifying values that ultimately cast the nature of the world as fair, complete central self-identities, and affirm the self. Research and practical implications are discussed.
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