Rokeach M. -1973-. The Nature Of Human Values. New York [new] Free Press -

These represent desirable "end-states of existence"—the ultimate life goals an individual strives to achieve.

The core of Rokeach’s theory is the distinction between two types of values, which are measured using the widely adopted Rokeach Value Survey (RVS) : Milton Rokeach's seminal work, , published by the

Examples: Ambition, broad-mindedness, capability, honesty, imagination, independence, and self-control. Impact on Research and Society Milton Rokeach's seminal work

These are "preferable modes of conduct"—the behavioral means used to reach terminal goals. published by the Free Press

Milton Rokeach's seminal work, , published by the Free Press , revolutionized social psychology by repositioning "values" as the most central and indispensable construct for understanding human behavior. Rokeach argued that while attitudes are specific to objects or situations, values are enduring, transcendental beliefs that serve as the internal "source code" for our actions, political affiliations, and religious beliefs. The Rokeach Definition of Values

Examples: A comfortable life, world peace, equality, family security, freedom, happiness, and wisdom.