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.”
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: milton rokeach the nature of human values 1973
Then do the same for the 18 Instrumental Values. When Rokeach administered his survey across the U
In other words, a value isn’t just a preference (like “I like chocolate”). It’s a conviction that one way of living is better than another. milton rokeach the nature of human values 1973