Valuing

Joshua Knobe and Erica Roedder.  The Ordinary Concept of Valuing. Philosophical Issues 19 (2009): 131-47. http://www.jstor.org/stable/27749927.

Ordinary attributes of valuing actually involve normative judgements: judgements about whether certain actions truly are good or bad.  Valuing as a concept is identified by a cluster of psychological and attitudinal features, that: 

belief that something is good
motivated to promote something as good
guilt when individual files to promote something, when possible
and 
something is truly good.