The list of values (LOV) was administered in a national survey in 2007 to monitor social values across key demographic variables in the United States (Kahle, 1983). The results were compared and contrasted with those in two previous national surveys in 1976 and 1986. This study provides a rare glimpse into the changes in social values in America for the last three decades. We find that deficit values are being replaced by excess values over time in America. This suggests that some of the more traditional advertising approaches that relied on deficit values may need to be replaced by newer tactics that tap into excess values.