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Rokeach M. -1973-. The Nature Of Human Values. New York Free Press [upd] Today

Title: Why You Can’t Hold Both Freedom and Equality Equally: Revisiting Rokeach’s 1973 Masterwork

Most people want both. But when you force a ranking, you reveal your true self. Will you drive an SUV to work (comfort) or take the bus to preserve the world of beauty? Your ranking is your behavior in disguise. Title: Why You Can’t Hold Both Freedom and

Rokeach reports experiments where a single 30-minute session produced measurable value and behavior shifts up to 3–5 months later. Rokeach, M

  • Rokeach, M. (1968). Beliefs, Attitudes, and Values. San Francisco: Jossey-Bass.
  • Rokeach, M. (1979). Understanding Human Values: Individual and Societal. New York: Free Press.
  • A person who ranks Salvation #1 and Ambitious #1 tells a story of religious devotion and other-worldly focus.
  • A person who ranks A Comfortable Life #1 and Cleanliness #1 tells a story of conventionality and material focus.
  1. Social psychology: Understanding human values helps researchers and practitioners address social issues, such as prejudice, stereotyping, and intergroup conflict.
  2. Marketing and consumer behavior: Recognizing the values that drive consumer behavior enables marketers to develop more effective advertising strategies and products that align with customers' values.
  3. Education and personal growth: By understanding human values, educators and therapists can help individuals identify and prioritize their values, fostering personal growth and well-being.

. He argued that values, rather than attitudes, are the central, most dynamic force in social psychology because they determine both our attitudes and our behaviors. APA PsycNET Core Definitions Rokeach defines a human value A person who ranks Salvation #1 and Ambitious

Rokeach's work on human values has been widely cited and influential, with many researchers building upon his foundation. However, some critics argue that:

Processes of Value Change Rokeach addresses how values form and change, drawing on socialization, conversion, and situational influences. He examines conversion experiences—religious, ideological, or totalitarian—that produce rapid, comprehensive reordering of values, contrasting these with gradual socialization processes. Rokeach also integrates cognitive consistency theories: because values are linked in a system, changing one value may generate cognitive dissonance and trigger compensatory changes. He discusses conditions that facilitate stable value change, such as credible persuasive sources, existential crisis, and replacement value structures provided by new social groups or ideologies.