What is another word for values?
Pronunciation: [vˈaljuːz] (IPA) 
Values can be defined as the principles or standards that individuals, organizations or societies use to guide their behavior. Synonyms for values include beliefs, principles, ethics, morals, ideals, standards, virtues, codes and traditions. Beliefs are convictions that people hold to be true, while principles are fundamental truths that guide one's behavior. Ethics are the moral principles that govern behavior, while morals are the personal standards of behavior. Ideals are aspirations or goals that individuals or organizations hold in high regard, while standards are the measures used to evaluate performance. Virtues are moral strengths or qualities, codes are sets of rules, and traditions are customs that are passed down from generation to generation.
