Does diversity promote tolerance? We propose that reactions to group heterogeneity depend on individual value priorities. In three studies we investigate how values moderate the effect of raising the salience of group heterogeneity (versus homogeneity) on tolerance. As hypothesized, the findings indicate that conservation values moderate the effects of the saliency of the group's heterogeneity. People high on conservation values were more tolerant when the group's homogeneity was made salient than when its heterogeneity was made salient. People low on conservation were either insensitive to information on the group's heterogeneity (Studies 1 and 2), or were more tolerant when the group's heterogeneity was made salient than when its homogeneity was made salient (Study 3). Values are also directly associated with tolerance: conservation values (as well as SDO and RWA in Study 3) were negatively associated whereas openness-to-change and self-transcendence values were positively associated with tolerance. These findings indicate the importance of integrating individual and contextual variables in theories of group processes.