This licentiate thesis explores value in service as a psychological process from a consumer perspective. It investigates how individuals attribute value, how this relates to behavior and habit formation, and how experiences of value may be shaped in service contexts, with or without digital technology. The thesis is based on two papers. The first examines value creation in physical retail spaces and identifies a valuescape where goal fulfillment, relationships, and experiences drive consumer behavior. It also shows that digital technology may strengthen or disrupt experiences of value. The second paper focuses on everyday habits and value creation during the COVID-19 pandemic. It introduces the concept of value domains, describing how habits are clustered and maintained according to the value they generate. Together, the findings contribute to a value attribution hypothesis: individuals attribute value to objects, services, and phenomena, form expectations about future positive experiences, and engage in behaviors that may recreate these experiences when capability and opportunity are present. The thesis offers a psychological account of how value, behavior, and habits are connected in service contexts.