Nature Of Human Values 1973 — Milton Rokeach The

We love to talk about what we believe—politics, religion, lifestyle. But how often do we stop to examine how we believe? What is the actual architecture of a human value?

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

Then do the same for the 18 Instrumental Values. We love to talk about what we believe—politics,

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.” The results will likely surprise you

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.