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A much greater part of our identity than we generally believe is collectively determined. Awareness of the causal link between identity, its connected values and the influence exerted by these values on perception is therefore crucial. In the implicit personality model of Peabody and Goldberg (1989), the apparent wide variety of human characteristics is broken down into three broad dimensions: general evaluation, impulse control and assertiveness. My hypothesis is that the regulation of impulses can be equated with the Jungian concept of the mother and father complexes, and assertiveness with the relation between individualism and collectivism. I have utilized Montgomery's perspective theory and Jung's concepts of the union of opposites, the complex and the shadow in order to provide an alternative interpretation of the implicit personality model. According to my interpretation, the traditional values of any culture can be read against these three dimensions. These values can be seen as the greatest treasure of a culture but, at the same time, they can also be devastating if they become complex-like.