Objective: Preventive health behavior patterns and practices are influenced by many factors. Knowledge about a person's core values may improve the ability to predict decisions related to behaviors such as healthy eating.
Methods: In this cross-case comparison study, we illuminate the meanings ascribed to the core value "health" in relationship to fruit and vegetable intake for colorectal cancer survivors and for persons with no cancer history.
Results: We found that both survivors and non-survivors gave three accounts of how the value "health" influenced having a healthy diet. These were: (1) good health was necessary to fulfill/attain other values; (2) health was a manifestation of God's will; and (3) good health was not possible unless one values responsibility.
Conclusion: Understanding a person's core values provides insight about how values may act as motivators for behavior change.
Practice implications: Practitioners using motivational interviewing techniques should include a values clarification exercise to improve their assessment of how values influence behaviors.