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.
In The Nature of Human Values , Rokeach applied his survey across different demographics, uncovering how values shift based on race, religion, and politics.
Rokeach identifies two types of values:
Why ranking? Because Rokeach understood that values are comparative. You can’t truly know what you value most until you are forced to choose. Do you value “Freedom” over “Equality”? “Self-Respect” over “Social Recognition”? The ranking reveals your true hierarchy.
Rokeach’s core argument is simple yet profound: milton rokeach the nature of human values 1973
But here’s where Rokeach broke new ground. He argued that all human values can be organized into just and 36 total values .
He argued that this tension—wanting security and honesty while deprioritizing equality—explains a great deal of American political and social conflict. The results will likely surprise you
Rokeach defined a value as an "enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable." Unlike attitudes, which are linked to specific objects or situations (e.g., "I like this car"), values are foundational and transcend specific contexts. The Value System