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Rokeach believed that to change behavior, one must target values, not just attitudes. His "Self-Confrontation" experiments showed that when individuals were made aware of contradictions between their stated values (e.g., "Equality") and their behaviors (e.g., prejudice), they experienced cognitive dissonance and often changed their behavior to align with their values.
Rokeach’s most famous contribution is the Rokeach Value Survey , a widely used instrument designed to measure value priorities. He distinguished between two types of values, presenting subjects with lists of 18 values each, asking them to rank them in order of importance. rokeach
Rokeach argued that beliefs are organized in a system. Rokeach believed that to change behavior, one must
: These are the "modes of conduct" or the means you use to get there. He distinguished between two types of values, presenting
Rokeach introduced the concept of to explain rigid belief systems.
Milton Rokeach (1918–1988) was a Polish-American social psychologist whose work significantly altered the landscape of value research. Prior to Rokeach, values were often discussed in abstract philosophical terms. Rokeach proposed that values are a distinct psychological construct that serves as the foundation for attitudes and behavior.
While the RVS is his most applied work, Rokeach’s earlier theories on belief systems are crucial for understanding political psychology and prejudice.
