Milton Rokeach The Nature Of Human Values 1973 |top| (Ad-Free)

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.

But here’s where Rokeach broke new ground. He argued that all human values can be organized into just and 36 total values . The Two Types of Values Rokeach divided values into two distinct families: milton rokeach the nature of human values 1973

In other words, a value isn’t just a preference (like “I like chocolate”). It’s a conviction that one way of living is better than another. He gave people a list of 18 Terminal

When Rokeach administered his survey across the U.S., he found a fascinating split. The top Terminal Value was often “Family Security,” while “Freedom” ranked highly but “Equality” ranked surprisingly low (often #7–12). Meanwhile, the top Instrumental Value was almost always “Honest,” followed by “Ambitious.” He argued that all human values can be

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.”