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.
Keywords: Generational differences; generational diversity; millennials; values.