is more than just a hunt for a digital file. It is a gateway to one of the most cited theoretical frameworks in social psychology, cross-cultural studies, and consumer behavior.
The Nature of Human Values (1973), Milton Rokeach defines values as enduring, hierarchical beliefs regarding preferable modes of conduct (instrumental) and end-states of existence (terminal). The framework introduces the Rokeach Value Survey (RVS) to measure 36 values, which are used to analyze political, religious, and cross-cultural belief systems. For more details, visit Google Books Google Books The Nature of Human Values - Milton Rokeach - Google Books rokeach m 1973 the nature of human values pdf