Milton Rokeach has defined values as beliefs that guide actions and judgment across a variety of situations. He further says that values represent basic convictions that a specific mode of conduct is personally or socially preferable to an opposite mode of conduct. For example, a businessman is expected to supply true information rather than making false claims.

The distinctive features of values are as under:

(i)    Values are comprehensive standard the direct conduct of people in different situations.
(ii)    Values guide people to take specific position of societal issues.
(iii)    Values provide standards of morality.
(iv)    Vales are relatively stable and enduring as these are passed from one generation to another.

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