The notion of "public value" (Moore, 1995; Meynhardt, 2009; in press) roots the value creation of an organization in perceptions of how it influences the experience of community and society. There has been some research on antecedents of public value on the organizational side (Meynhardt and Diefenbach, 2010) and the dimensions along which individuals evaluate organization's public value have been empirically validated (Meynhardt and Bartholomes, 2011). Yet, there has not been systematic research on the individual level factors that might drive public value assessments. In this paper, we develop a model of how cognitive style, socio-economic status and industry affiliation influence public value of firms. This research contributes to better understand the role of business in society.