The core of Rokeach’s theory is the distinction between two types of values, which are measured using the widely adopted Rokeach Value Survey (RVS) :
Examples: A comfortable life, world peace, equality, family security, freedom, happiness, and wisdom.
These are "preferable modes of conduct"—the behavioral means used to reach terminal goals.
Milton Rokeach's seminal work, , published by the Free Press , revolutionized social psychology by repositioning "values" as the most central and indispensable construct for understanding human behavior. Rokeach argued that while attitudes are specific to objects or situations, values are enduring, transcendental beliefs that serve as the internal "source code" for our actions, political affiliations, and religious beliefs. The Rokeach Definition of Values The core of Rokeach’s theory is the distinction
