Values That Protect: Self-Transcendence and the Brain’s Response to Threats

Adding another layer to the growing body of research on purpose and brain function, a 2017 study published in Psychosomatic Medicine shows how self-transcendent values can influence how our brains respond to threatening health messages. The study was conducted by Dr. Emily Falk, Dr. Vic Strecher—both members of Kumanu’s Science Advisory Board—and a team of  collaborators, and further validates our purpose-centered approach to well-being.

Key Findings

The study revealed that individuals who prioritize self-transcendent values—such as connection, compassion, and contributing to something bigger than themselves—show reduced neural defensiveness in response to threatening health messages. This means they are more open to receiving the message and, by extension, more likely to change their behavior.

Using functional MRI (fMRI), researchers observed lower activity in the default mode network, a brain region associated with self-focused rumination, when participants with high self-transcendent values viewed health warnings. This suggests a greater openness to constructive health information.

Why It Matters for Kumanu

At Kumanu, we believe that anchoring behavior change in deeper values—especially those that transcend the self—is a more effective and enduring path to well-being. This study supports that belief with compelling neuroscience:

• Self-transcendent values reduce resistance to messages that prompt healthy change.
• Purpose-driven individuals are more neurologically open to growth and behavior shifts.
• Internal motivation rooted in purpose and connection leads to more sustainable outcomes.

These insights are embedded in the Purposeful platform and our broader philosophy of Wellbeing 3.0, which moves beyond surface-level interventions to target what truly motivates human behavior.

Building a Science-Backed Movement

This study, alongside earlier research from 2015 and 2016, demonstrates a clear and compelling link between values, brain function, and well-being. The work of Drs. Falk, Strecher, and their colleagues continues to guide Kumanu’s mission to empower individuals and organizations through purpose.

Read the full study here.