It indicates the degree to which something is regarded as good versus bad. A value tends to be general rather than specific, transcending particular types of action and situations. As a general evaluative criterion, it is used to assess specific behaviors in specific situations.
The evaluative criteria represented by values derive from conceptions of morality, aesthetics, and achievement. That is, a mode, means, or end of action can be regarded as good or bad for moral, aesthetic, or cognitive reasons and often for a combination of those reasons (Kluckhohn 1951; Parsons and Shils 1951). For example, being considerate of others may be valued positively (i.e., be viewed as desirable or good) for moral reasons, neatness may be valued positively for aesthetic reasons, and intelligence may be valued positively for cognitive reasons. Since the distinguishing characteristic of a value is evaluation as good or bad, a value that has a cognitive basis is a function of cognitive appraisal based on competency and achievement rather than on scientific or utilitarian grounds. For example, the choice of steel rather than iron to construct a building is a decision based on scientific or utilitarian criteria rather than on values.
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