Rokeach M. -1973-. The Nature Of Human: Values. New York Free Press Portable

from the survey.

Values are organized into organized hierarchies or value systems. from the survey

, which classifies human values into two distinct categories, each consisting of 18 items: For example: Milton Rokeach's (1973), published by the

This tool tells a story about the individual. For example: Terminal Values (Ends-Values) When individuals are shown a

Milton Rokeach's (1973), published by the Free Press , is a seminal psychological text that defines a value as an enduring belief that a specific "mode of conduct" or "end-state of existence" is personally or socially preferable to an opposite one.

A major contribution of The Nature of Human Values is the distinction between two types of values, forming a comprehensive system for understanding human motivation. A. Terminal Values (Ends-Values)

When individuals are shown a contradiction between their stated values and their actual behavior—or are confronted with the fact that their value hierarchy aligns with a group they dislike—they experience cognitive dissonance. To resolve this internal tension, individuals will consciously alter their value rankings. Rokeach demonstrated that these induced value changes were not temporary; they persisted over months and even years, subsequently altering long-term behavior. 6. Contemporary Relevance and Legacy