Values are basic evaluative beliefs that guide an individual's judgment and actions. They describe an individual's desired state of existence (e.g. freedom, self-respect, or happiness) and modes of behavior (e.g. honesty, fairness, forgiveness).
In general values can be thought of as "guideposts" for action and give direction to an individual's attitudes and behaviors. Typically values and basic beliefs are shaped by people closest to an individual.
Explore research on values within NPS below!