Rokeach’s 1973 work moved psychology beyond the laboratory and into applied settings. By measuring the relative ranking of these 36 values (18 terminal and 18 instrumental), researchers have been able to:
Below is an overview of the book's core framework and its lasting impact on the study of human values. 1. The Distinction: Terminal vs. Instrumental Values
One of the most influential applications of the theory was Rokeach's attempt to explain political ideology in terms of two core terminal values: and Freedom . He argued that different political orientations could be understood as different ways of prioritizing these two values. For instance, socialists might place a high value on both equality and freedom, democratic socialists might value equality but with a different conception of freedom, capitalists might place a high value on freedom and a low value on equality, and fascists might place a low value on both. This two-value model provided a parsimonious way to map the ideological landscape, moving beyond simplistic left-right labels.
Milton Rokeach’s 1973 book, , stands as a cornerstone in the study of social psychology, sociology, and organizational behavior. It provided the first comprehensive, systematic theory of human values and established a methodology for measuring them that remains influential decades later. Rokeach’s pioneering work aimed to understand how values guide human behavior, influence decision-making, and define the structure of our internal belief systems. Rokeach’s 1973 work moved psychology beyond the laboratory
Before 1973, values were often viewed as nebulous cultural norms or vague personality traits. Rokeach, however, defined a value as an enduring belief that a specific mode of conduct (means) or end-state of existence (ends) is personally and socially preferable.
[ Core Belief System ] ---> [ Human Values ] ---> [ Attitudes ] ---> [ Behaviors ] (Deeply ingrained, (Trans-situational (Specific to (Observable actions stable over time) standards/goals) objects/scenes) and choices)
. He argued that values, rather than attitudes, are the central, most dynamic force in social psychology because they determine both our attitudes and our behaviors. APA PsycNET Core Definitions Rokeach defines a human value The Distinction: Terminal vs
They are not innate but are acquired through social interaction and cultural upbringing.
The total number of values a person possesses is relatively small.
Legacy advertising sold features; modern branding sells terminal values. Nike ("A Sense of Accomplishment"), Patagonia ("A World of Beauty"), and Apple ("Freedom/Creativity") are all Rokeachian strategies. For instance, socialists might place a high value
Ideologies that champion both individual liberties and social equity, seeking to eradicate systemic poverty while maintaining democratic rights.
When values conflict (e.g., "Ambition" vs. "Family Security"), the established hierarchy within the system determines which value takes precedence. 5. Enduring Impact and Applications
Values are stable and resistant to change, though not unchangeable.
The Foundations of Axiology: A Comprehensive Review of Milton Rokeach’s The Nature of Human Values (1973)