values
a person's principles or standards of behavior; one's judgment of what is important in life.
"they internalize their parents' rules and values"
synonyms: principles, ethics, moral code, morals, standards, code of behavior
"society's values are passed on to us as children"
Cognitive biases
Cognitive biases are tendencies to think in certain ways that can lead to systematic deviations from a standard of rationality or good judgment, and are often studied in psychology and behavioral economics.
Although the reality of these biases is confirmed by replicable research, there are often controversies about how to classify these biases or how to explain them.1 Some are effects of information-processing rules (i.e., mental shortcuts), called heuristics, that the brain uses to produce decisions or judgments. Such effects are called cognitive biases.
en.wikipedia.org/wiki/List_of_cognitive_biases
Culture
Culture refers to the cumulative deposit of knowledge, experience, beliefs, values, attitudes, meanings, hierarchies, religion, notions of time, roles, spatial relations, concepts of the universe, and material objects and possessions acquired by a group of people in the course of generations through individual and group striving.
Culture is the systems of knowledge shared by a relatively large group of people.
Culture is communication, communication is culture.