He gave people a list of 18 Terminal Values and 18 Instrumental Values. Then he asked them to —not rate them on a scale, but literally rank them from 1 to 18.
“To understand a man’s values is to understand the man.” milton rokeach the nature of human values 1973
Milton Rokeach’s 1973 landmark book, The Nature of Human Values , revolutionized how social scientists understand the internal compass that guides human behavior. Before Rokeach, "values" were often dismissed as too vague or subjective for rigorous study. His work provided the first systematic framework for measuring and analyzing what humans hold dear. 🧭 The Core Concept: What is a Value? He gave people a list of 18 Terminal
Take 10 minutes. Download a list of Rokeach’s 18 Terminal Values. Don’t rate them. What’s truly #1? What’s #18? Before Rokeach, "values" were often dismissed as too
The most significant contribution of the 1973 text was the introduction of the . He categorized values into two distinct groups, each containing 18 items. 1. Terminal Values
Then do the same for the 18 Instrumental Values.
The genius is in the interaction. If your top Terminal Value is “A Comfortable Life,” you’ll likely prioritize Instrumental Values like “Ambition” and “Logic.” If your top Terminal Value is “Salvation,” you might prioritize “Forgiveness” and “Helpfulness.”