Value

Rokeach, 1973
enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence. A value system is an enduring organization of beliefs concerning preferable modes of conduct or end-states of existence along a continuum of relative importance.

Rokeach, M. The Nature of Human Values. New York, NY: Free Press. 1973:5