Milton Rokeach The Nature - Of Human Values 1973 !!link!!

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.

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. milton rokeach the nature of human values 1973

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 gave people a list of 18 Terminal