Rokeach didn’t just ask, “What do people value?” He asked a deeper question: How do values actually work as a system? Rokeach’s core argument is simple yet profound: A value is an enduring belief that a specific mode of conduct or end-state of existence is personally preferable to its opposite.
Then do the same for the 18 Instrumental Values. milton rokeach the nature of human values 1973
He gave people a list of 18 Terminal Values and 18 Instrumental Values. Then he asked them to —not rate them on a scale, but literally rank them from 1 to 18. Rokeach didn’t just ask, “What do people value
Because as he wrote in the closing pages of The Nature of Human Values : “To understand a man’s values is to understand the man.” Rokeach didn’t just ask