Milton Rokeach The Nature Of Human Values 1973 Guide

These are your behavioral codes—the moral and competence-based rules you live by to reach those terminal destinations. Are you honest? Ambitious? Forgiving? Logical? Clean?

The results will likely surprise you. And as Rokeach showed us, self-awareness isn’t just therapeutic—it’s the first step toward changing not only your behavior, but your entire society. milton rokeach the nature of human values 1973

Rokeach identifies two types of values:

Brands appeal to terminal values (e.g., "social recognition") to sell products. milton rokeach the nature of human values 1973

These are your life goals—the final destinations you want to reach. Do you want a world at peace? A life of wisdom? Salvation? Family security? A sense of accomplishment? milton rokeach the nature of human values 1973