VALUES

noun

1. The quality (positive or negative) that renders something desirable or valuable.
2. The degree of importance given to something.
3. That which is valued or highly esteemed, such as one's morals, morality, or belief system.

verb

1. To estimate the value of; judge the worth of something.
2. To fix or determine the value of; assign a value to, as of jewelry or art work.
3. To regard highly; think much of; place importance upon.