The present article examines the processes of values transmission and explores the mechanisms by which the stable pattern of intra-cultural variation in values is maintained. The research design distinguishes between values endorsed on individual and collective levels (i. e. values relevant to one’s personal priorities vs. cultural identity). Two studies conducted in New England (2007–2008) investigated the possibility that individual and collective level values (1) rely on different channels of transmission and (2) differ in the degree of sensitivity to family support and parental investment. Theoretical and methodological implications
for quantitative analysis of values are discussed.