Recognizing the persistence of the cultural underlay permeating West Virginians' life styles today, this study determined: (1) which cultural values identified with Appalachian culture are endorsed by West Virginia Extension Agents and reflected in their work; (2) which of these cultural values reflect a distinctive Appalachian subculture; and (3) the extent to which endorsement of these values is associated with effectiveness in extension work. The reflection and endorsement of 9 selected Appalachian cultural values (familism, neighborliness, love of home place, individualism, personalism, Modesty, being one's self, sense of humor, religion) in educational programming of extension agents were assessed is West Virginia (an Appalachian state), North Dakota (a rural state), and New Jersey (an urban state). Field agents in the 3 states were given a Kluckholn type questionnaire and a Likert type attitudinal scale. Comparison of means, frequencies, and percentages of response to the instruments were utilized for analysis of differences between states and groups within states. Some findings were: (1) West Virginia agents were sensitive to and endorsed Appalachian cultural values, especially the individualism cluster; and (2) differences in the endorsement of Appalachian cultural values among the 3 states' agents indicated the continued existence of an Appalachian subculture. (Author/NQ)