values
Definition:
A major component of culture, which reflects the beliefs of its members concerning what is good (to be encouraged) and bad (to be discouraged). Values exercise considerable influence over behaviour.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].