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Rokeach M. -1973-. The Nature Of Human Values. New York Free [extra Quality] Press May 2026

Milton Rokeach's 1973 work, The Nature of Human Values , is a cornerstone of social psychology that redefined how we understand the internal beliefs guiding human behavior. Rokeach argued that values are not just abstract ideas but a finite, organized system of "enduring beliefs" that act as the primary reference points for our attitudes and actions.

that a specific mode of conduct or end-state of existence is personally or socially preferable to its converse. His theory rests on five key assumptions: www.emerald.com Milton Rokeach's 1973 work, The Nature of Human

In 1973, Milton Rokeach published The Nature of Human Values (New York: Free Press)—a landmark work that reshaped how psychology, sociology, and marketing understand what drives human behavior. Terminal values : These are end-states or outcomes

  1. Terminal values: These are end-states or outcomes that people strive for, such as happiness, freedom, or salvation.
  2. Instrumental values: These are the means or behaviors that help individuals achieve their terminal values, such as honesty, responsibility, or self-discipline.

1. The Two Tracks of Human Existence (Instrumental vs. Terminal)

Rokeach tells us that humans operate on two distinct tracks simultaneously. This is the central structural insight of the book. such as happiness

The Nature of Human Values (1973) Milton Rokeach establishes a seminal framework for understanding values as the central, guiding principles of human behavior and belief systems

The Rokeach Value Survey (RVS): A simple but powerful tool ranking 18 terminal and 18 instrumental values—still used in cross-cultural studies, political psychology, and consumer research.

The Architecture of Belief: Understanding Rokeach’s The Nature of Human Values (1973)

In the landscape of social psychology, few works have shaped the way we understand human motivation as profoundly as Milton Rokeach’s The Nature of Human Values. Published in 1973 by the Free Press, this book did more than simply list what people care about; it provided a structural framework for why people care about the things they do. By introducing the Rokeach Value Survey (RVS) and distinguishing between "instrumental" and "terminal" values, Rokeach offered a tool that bridged the gap between abstract philosophy and empirical social science.