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В статті аналізується ціннісна свідомість особистості, джерела її виникнення, її природа і сутність. Values regulation is the essential characteristics of human activity as a free activity. Values – this is what obtains the general public importance that is not confined to the world of individual phenomena. In this respect, the value rises above the world as a sphere of individual existence in common, like the dominant, which relates to any single event. The value is a common notion, which serves as a regulator of the people’s activity, forms the structure of a personality. It is a kind of social standard, criterion for measuring human actions. Defining the absolute character of values, facing the man as categorical demands and ideals, one can oppose them for granted pragmatic conjuncture purposes, unilateral, limited only by situation, tasks, subjective whims, direct immorality.