Values are those ideas in which we are willing to invest time, energy and resources to either avoid or achieve,
1. Unconscious filters of information
o Decision making
o Good or bad
o Right or wrong
o How we feel
o Hierarchical – we have many of them
o Link to how we perceive and experience the world
2. ‘Towards’ or ‘away’ from, they are our attractions or repulsions.
3. Can change with context e.g. business or personal relationships
4. Create primary feelings that determine our motivation
5. Knowing someone’s values can help us predict their behavior
6. Brand values help predict organizational behavior in the market place
Age: Birth – 7
Imprint period. Basic programming occurs between ages 2 and 4 and by the age of 4 most major programming has occurred. Many phobias develop between the ages of 3 and 7. The child is unconsciously picking up the behaviors of the parent.
Age: 8 – 13
According to the sociologist Morris Massey this is the Modelling period. The child consciously and unconsciously models the behaviors around him/her, S/he becomes separate from his/her parents, notices behaviors of family and friends and begins to adopt the behaviors of people seen as heroes. At this point values are based on what is happening in the world.
This is the Socialization Period. The young person picks up values which will inform the rest of his/her life. By age 21 values formation is just about complete and will not change unless there is a significant emotional experience.
Sources of values
7.Major historical events
10.Age and experience