The presented article attempts to theoretically summarise and systematise scientific approaches aimed at studying values, value orientations, starting from the times of antiquity to the present in domestic and foreign scientific literature. Numerous works on economics, social psychology, sociology, culturology, management trace the connection between the explanation of social behaviour, motivation and value orientations. At the first stages of research, morality, truth, ethics, ethical code acted as a fundamental value in the choice process. However, later, the foundations of mathematical logic, rational choice were laid, which gradually penetrated into the most diverse areas of science and organisational practices of decision making. A number of scientists made numerous attempts to systematise the structure of values, value orientations, to identify the main core of values, to determine their main vector towards the goal, or emphasising the motivational function of values. It was proved that none of the values is independent, and the significance of each of them depends on other values forming a cluster or value orientation. In modern science, the understanding and significance of what values are for society, for human development, and how they can be measured, what are the differences and similarities among representatives of different cultures, becomes one of the priority and urgent tasks of our time.