American Values

As defined by Robert Kohls 1984

Value

A fundamental belief or principle that shapes individual behavior and societal norms, guiding decisions and actions.

Personal Control Over the Environment

People can control their own lives and overcome obstacles through effort rather than accepting fate.

Change

Change is viewed as positive because it can lead to improvement, growth, and progress.

Time and Its Control

Time is valuable and should be carefully managed, scheduled, and used productively.

Equality / Egalitarianism

People should be treated as equals and have equal opportunities regardless of social status or wealth.

Individualism and Privacy

People are valued as unique individuals and are entitled to personal freedom, opinions, and private time.

Self-Help / Self-Reliance

People are expected to take responsibility for themselves and achieve success through their own effort and hard work.

Competition and Free Enterprise

Competition is believed to motivate people to perform their best and contribute to economic and social progress.

Future Orientation

The future is viewed as an opportunity for greater success and happiness, so people focus on planning and improving what comes next.

Action / Work Orientation

Being active, working hard, and accomplishing things are valued more highly than inactivity or leisure.

Informality

Americans tend to value casual relationships, language, dress, and interactions rather than strict social formality.

Directness, Openness, and Honesty

People are expected to communicate openly and directly rather than relying on hints, indirect language, or intermediaries.

Practicality and Efficiency

Solutions and decisions are valued for being useful, realistic, efficient, and effective.

Materialism / Acquisitiveness

Material possessions, consumer goods, and financial success are often viewed as signs of achievement and the rewards of hard work.