Rokeach M. -1973-. The Nature Of Human Values. New York _verified_ Free Press -
In his 1973 landmark work, The Nature of Human Values , social psychologist Milton Rokeach redefined the study of human motivation by positioning
as the central building blocks of human behavior, more foundational than attitudes or beliefs The University of Akron Core Theory: Terminal vs. Instrumental Values In his 1973 landmark work, The Nature of
- Social psychology: Understanding human values helps researchers and practitioners address social issues, such as prejudice, stereotyping, and intergroup conflict.
- 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.
- 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.
Why This Matters (The Conflict and Change)
- Moral Values (interpersonal behaviors, e.g., Honest, Helpful, Forgiving).
- Competence Values (self-actualization behaviors, e.g., Ambitious, Capable, Logical).
The Rokeach Value Survey (RVS)
8. Value Change Theory and Dissonance
Implications and Applications