At this point it is important to distinguish between individual and cultural values (Smith (2004, 635) but the moment you maintain this distinction you create a possibility of conflict between individual and cultural values or moral evaluation of facts and ideas commodity held by individuals and groups. It may be argued that social values exist because they have a social function. Likewise personal values exist because they have a psychological function. If their roots are different their implications are also different.

Further, when we talk of values we may have one or several valuations in mind. Using Schwartz’s grouping of individual values, Smith says that there are ten major value types:

1. Power – social status, dominance over people and resources

2. Achievement – personal success according to social standards.

3. Hedonism – pleasure or sensuous gratification.

4. Stimulation – excitement and novelty

5. Self-direction – independence of thought and action.

6. Universalism – understanding, tolerance and protection for the welfare of all people and nature.

7. Benevolence – preserving and enhancing the welfare of people to whom one is close.

8. Tradition – respect and commitment to cultural or religious customs and ideas.

9. Conformity – restraint on actions and impulses that may harm others and violate social expectations

10. Security – safety and stability of society, relationships, and self.