“…These personal values are strongly held, enduring, higher order beliefs about what is right and important to the individual that serve as desired end states that drive human behavior (Beatty, Kahle, Homer, & Misra, 1985;Gutman, 1982;Kahle, 1983;Rokeach, 1968). Personal values influence specific attitudes and behaviors by shaping the information people seek and attend to (Fall, 2000), the appraisals of alternatives yielded by that information (Goldenberg, Klenosky, O'Leary, & Templin, 2000), the attitudes that arise from these appraisals (Muller, 1995), and the choices people ultimately make from among those alternatives (Madrigal & Kahle, 1994). Values are both shared and transmitted by important cultural, institutional, and social forces, and are relatively few in number (Kahle; Rokeach).…”