Recognizing the persistence of the cultural underlay permeating West Virginia life styles today, the research covered three areas: (1) cultural values identified with Appalachian culture endorsed by West Virginia Extension Agents and reflected in their work, (2) cultural values that reflect a distinctive Appalachian subculture, and (3) to what extent the endorsement of these values is associated with effectiveness in extension work. The reflection and endorsement of nine selected Appalachian cultural values (familism, love of home place, neighborliness, individualism, personalism, modesty, sense of humor, religion, and traditionalism) in educational programming of extension agents in West Virginia (an Appalachian State); North Dakota (a rural State); and New Jersey (an urban State) were discussed. Data were obtained from the total field agent population in the three States. Comparison of means, frequencies, and percentages of response to the instrument were utilized for analysis of differences between States and groups within States. The study concluded that: (1) West Virginia agents were sensitive to and endorsed Appalachian cultural values, especially the individualism cluster; (2) differences in the endorsement of cultural values among the three States' agents indicated the continued existence of an Appalachian subculture; and (3) a substantial relationship was found among age, tenure, and effectiveness of West Virginia agents--the older and more experienced agents were more sensitive. (KM)