Rokeach M. -1973-. The Nature Of Human Values. New York ((top)) Free Press May 2026

But Rokeach observed a dangerous trap: the means can become ends. A person who values "Ambitious" above all else may achieve a "Sense of Accomplishment" but lose "Family Security" or "Happiness." This clash, Rokeach notes, is the engine of intra-psychic conflict. The book’s empirical backbone is the Rokeach Value Survey (RVS) , a simple yet devastatingly effective tool. It presents the 18 terminal values alphabetically and asks respondents to rank them "in order of importance to YOU, as guiding principles in YOUR life" (1 = most important, 18 = least important). Then, they do the same for the 18 instrumental values.

Conflict often arises when a client’s instrumental values clash with their terminal values (e.g., valuing "Ambitious" to achieve "Family Security," but "Ambitious" requires 80-hour weeks that destroy family time). Therapy often involves re-ranking the hierarchy. But Rokeach observed a dangerous trap: the means

He describes a series of experiments where he gave the RVS to participants, then later showed them their own rankings alongside the rankings of a group they respected (e.g., peers). When a subject saw a glaring contradiction—e.g., they rated "Equality" very low but also rated "Broadminded" and "Loving" very high—they experienced a state of self-dissatisfaction . It presents the 18 terminal values alphabetically and

Legacy advertising sold features; modern branding sells terminal values. Nike ("A Sense of Accomplishment"), Patagonia ("A World of Beauty"), and Apple ("Freedom/Creativity") are all Rokeachian strategies. Therapy often involves re-ranking the hierarchy