individualism
• belief that each person is unique, special and a “basic unit of nature”
• emphasis on individual initiative
• stress need for independence
• premium on individual expression
• value privacy

equality
• open society that ideally treats everyone equally
• little hierarchy
• informal
• directness in relations with others

materialism
• a “right” to be well off and physically comfortable
• judge people by their possessions
  

science and technology
• values scientific approaches
• primary source of good
• major factor in change

progress and change
• belief in changing self and country
• “Manifest Destiny”
• optimism -- nothing is impossible 

work and leisure
• strong work ethic
• work is the basis of recognition, power.
• idleness seen as a threat to society
• leisure is a reward for hard work 
  

competition
• aggressive and competitive nature encouraged
• Be First (#1) mentality 
  

mobility
• a people on the move
• vertical (social / economic) as well as physical mobility 
  

volunteerism
• belief in helping others (related to equality concept)
• philanthropy admired
• a personal choice not a communal expectation
• involves associations / denominations rather than kin-groups 
  

action and achievement oriented
• emphasis on getting things done
• priority on planning and setting goals
• tendency to be brief and business like,
• practical
• measure results
• focus on function and pragmatism