We attach greater importance to values because our values are ultimately what we are willing to risk our lives for and what we are willing to go to war for (or not go to war if you are a pacifist). Values seem to appeal to our spiritual and nobler inclinations such as cherishing life and helping those in need. However, despite the distinction between values and opinions, the two are often substitutes for one another.
Opinions and views are exchanged more frequently and they are subject to improvisations, innovations, mutations and alternations. In reply to accusations of being inconsistent, the economist John Maynard Keynes famously said: "When the facts change, I change my mind. What do you do, sir?" However, values are more sticky and, hence, harder to change even if the facts no longer support the values.
For instance, many politicians still believe that subsidized pricing is an effective way of keeping inflation under control. Little do they see the fact that subsidized pricing maintained over time will distort the allocation of resources by encouraging consumers to consume more of the commodity (e.g. fuel, rice, bread) that is in limited supply.