This question entirely relies upon the personal opinion of the one who answers it so I’ll give you a base to work with and then write your own answer from there.
If you were to select values then you can go to talk about how people have set principles they follow whether these principles are based on religious beliefs, personal convictions that person’s ethics or morals. Their choices follow a sort of logic or ideology.
If you select personality you can speak about how people select things based on their mood, what they dislike or like and things of similar nature.
If you select how they were raised you could speak about their parents and how parental values is what they normally have or how their decisions are based off of their parents or role models or parental figures.
