What is true about individual values is also true about cultural values. They too are multiple. As individuals differ in values, societies too differ in cultural values, i.e. in what they collectively believe to be true, right or desirable. In the process of socialization individuals tend to internalize the social values make the social values their individual values. This must be noted that values and normative structures are not natural to man. He gets values from society. Certain needs and interests are, however, natural to man. If everyone pursues his own interests, which conflict with the interests of others, this may lead to war of interests and a chaotic social life. Further, norms or the approved ways in which one must serve his interests are not natural to man.

They exist in society and for society. If there is a conflict between social and individual values society has to exert some pressure on the individual to conform to social values. The degree of pressure, to be applied on the individual, depends on how important the social values are for the functioning of society. In other words, in cases in which there is a complete or even partial failure of socialization, individual values seem to differ from social values. In such cases individuals may deviate from values and/or norms of society. To control deviance they are coerced or enthused to act in accordance with the value system of society through positive and negative sanctions (a system of rewards and punishments).