[If one answers a questionaire with] a tendency to say nice things about oneself and not to acknowledge problems... Shall we call it high self-esteem or defensiveness? The label reflects the researcher's value judgement about the trait...

Whether we label someone engaged in guerrilla warfare a "terrorist" or a "freedom fighter" depends on our view of the cause. Whether we call public assistance "welfare" or "aid to the needy" reflects our political views. When "they" exalt their country and people, it's nationalism; when "we" do it, it's patriotism. Whether someone involved in an extramarital affair is practicing "open marriage" or "adultery" depends on one's personal values. Brainwashing is social influence we do not approve of. Perversions are sex acts we do not practice. Remarks about "ambitious" men and "aggressive" women, or about "cautious" boys and "timid" girls, convey a hidden message.

To repeat, values lie hidden within our definitions of mental health and self esteem, our psychological advice for living, and our psychological labels.