Milton Rokeach The Nature Of Human Values 1973 Link Jun 2026

When Rokeach administered his survey across the U.S., he found a fascinating split. The top Terminal Value was often “Family Security,” while “Freedom” ranked highly but “Equality” ranked surprisingly low (often #7–12). Meanwhile, the top Instrumental Value was almost always “Honest,” followed by “Ambitious.”

Rokeach found that while individual attitudes change frequently, value systems are remarkably stable, often staying consistent throughout adulthood. milton rokeach the nature of human values 1973

He argued that this tension—wanting security and honesty while deprioritizing equality—explains a great deal of American political and social conflict. When Rokeach administered his survey across the U

Rokeach found that while instrumental values (like being polite or clean) could change with social pressure, terminal values (like salvation or self-respect) were remarkably stable across adulthood. Your destination changes slowly; your daily driving habits might shift more often. He argued that this tension—wanting security and honesty

Brands appeal to terminal values (e.g., "social recognition") to sell products.