They can be either positive or negative. Rewards accrue for conformity and punishment for nonconformity . Values refer to that which we consider important or unimportant, desirable or undesirable, good or bad, and beautiful or ugly . They guide most of our actions. Values are long range commitments to ends that people share culturally.
Values are abstract and general .
Some cultures in the U.S. have remained relatively isolated from the dominant culture. These are subcultures. Although their culture differs from the dominant culture, they do not openly oppose the dominant culture . Members of subcultures are usually content to avoid the dominant culture. Countercultures , on the other hand, like the SDS, Hippies, and the Black Panthers are examples of subcultures that openly oppose the dominant culture .