This research was a direct test of the hypothesis that value change as a result of self-confrontation is unidirectional--that is, possible only in a direction that serves to maintain and enhance self-esteem, and thus is consistent with self-conceptions. The effectiveness of a self-confrontation treatment designed to increase the importance of the value 'equality' was compared for two groups of college students who initially ranked 'equality' low (13-18) on the Rokeach Value Survey. One group consisted of individuals whose low rankings of 'equality' were hypothesized to be inconsistent with self-conceptions. The other group consisted of individuals whose low rankings of 'equality' were hypothesized to be consistent with self-conceptions. As predicted from the unidirectionality hypothesis, significant increases in the rankings of 'equality' were found on a value measure five weeks after self-confrontation for the inconsistent group, but not for the consistent group. These changes were interpreted as substantially supporting the unidirectionality hypothesis and Rokeach's theory of cognitive consistency and change. (Author)