Psychologists view values as an aspect of personality that underlies and motivates attitudes and behavior. We present overviews of Allport’s motivational theory and Rokeach’s cognitive theory, and elaborate on Schwartz’s integration of earlier approaches. Schwartz defines values as transsituational goals, varying in importance, that serve as guiding principles in the life of a person or group. Values form a circular motivational continuum that reflects their conflicts and congruence and may be universal. We discuss the location of values in personality structure and relations of values to behavior.