Milton Rokeach The Nature Of Human Values 1973 -

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:

Then do the same for the 18 Instrumental Values. milton rokeach the nature of human values 1973

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.” But here’s where Rokeach broke new ground

The results will likely surprise you. And as Rokeach showed us, self-awareness isn’t just therapeutic—it’s the first step toward changing not only your behavior, but your entire society. Because as he wrote in the closing pages

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.”

Why ranking? Because Rokeach understood that values are comparative. You can’t truly know what you value most until you are forced to choose. Do you value “Freedom” over “Equality”? “Self-Respect” over “Social Recognition”? The ranking reveals your true hierarchy. 1. The Stability Paradox Rokeach found that while instrumental values (like being polite or clean) could change with social pressure, terminal values (like salvation or self-respect) were remarkably stable across adulthood. Your destination changes slowly; your daily driving habits might shift more often.