Modern marketing relies heavily on psychographic segmentation, which traces its lineage directly back to Rokeach. Brands do not just sell product features; they target the consumer’s terminal values. For example, an automobile commercial might appeal to "family security" via safety features, while a luxury brand targets "social recognition." Organizational Leadership
These are the desirable —the ultimate goals a person strives for in their lifetime. The RVS includes 18 terminal values, such as: A Comfortable Life, An Exciting Life, A Sense of Accomplishment, A World at Peace, A World of Beauty, Equality, Family Security, Freedom, Happiness, Inner Harmony, Mature Love, National Security, Pleasure, Salvation, Self-Respect, Social Recognition, True Friendship, and Wisdom.
Rokeach demonstrated that political ideologies could be mapped using just two terminal values: Freedom and Equality . For instance, socialists rank both high; fascists rank both low; capitalists rank freedom high and equality low; and communists rank equality high and freedom low. rokeach m 1973 the nature of human values pdf top
The consequences of human values will manifest in virtually all phenomena that social scientists might care to study. The Rokeach Value Survey (RVS)
Rokeach defined a value as "an enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence." The RVS includes 18 terminal values, such as:
These are the behaviors you use to reach those terminal values. Think of them as your "vehicle."
Before the digital age of PDFs and citation managers, Milton Rokeach, a Polish-American social psychologist, published The Nature of Human Values (Free Press, New York). To date, this volume has been cited over in Google Scholar. Why? Because Rokeach moved beyond abstract philosophical debates about values and created a testable, structured system. The consequences of human values will manifest in
. He famously argued that values are "enduring beliefs" about what is personally or socially preferable and that everyone possesses the same universal values, just in different degrees of importance. Google Books The Rokeach Value Survey (RVS) The centerpiece of the book is the Rokeach Value Survey
Rokeach’s work directly inspired: