"Values are those conceptions of the desirable which motivate individuals and collective groups to act in particular ways to achieve particular ends. They reflect an individuals basic motivations, shapes attitudes and reveals the intention behind actions" (Begley (1999), p. 237). In the other words, values are the "Conceptions explicit or implicit distinctive of any individual or characteristic of a group of the desirable which influences the selection from available modes, means and ends of action" (p.240).