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" [1]. Key aspects of this definition include:
The book is divided into five major parts. The first part provides a rigorous definition of values and value systems, distinguishing them from other related concepts like attitudes, beliefs, and needs. The book also includes several invaluable appendices: rokeach m. -1973-. the nature of human values pdf
Terminal values refer to desirable end-states of existence. These are the ultimate goals that a person would like to achieve during their lifetime. (a prosperous life) An exciting life (a stimulating, active life) A sense of accomplishment (lasting contribution) A world at peace (free of war and conflict) A world of beauty (beauty of nature and the arts) Equality (brotherhood, equal opportunity for all) Family security (taking care of loved ones) Freedom (independence, free choice) Happiness (contentedness) Inner harmony (freedom from inner conflict) Mature love (sexual and spiritual intimacy) National security (protection from attack) Pleasure (an enjoyable, leisurely life) Salvation (saved, eternal life) Self-respect (self-esteem) Social recognition (respect, admiration) True friendship (close companionship) Wisdom (a mature understanding of life) 2. Instrumental Values Rokeach defined a value as "an enduring belief
Marketers use the RVS to segment audiences based on core motivations. For instance, a brand selling eco-friendly vehicles targets consumers who rank "a world of beauty" (terminal) and "responsible" (instrumental) highly. Organizational Culture Instrumental Values Marketers use the RVS to segment
Rokeach argues that human values serve several functions:
: Unlike shifting situational attitudes, values are deeply ingrained, centrally located in a person's cognitive framework, and act as life-long guiding principles.