Before Rokeach, “values” were a fuzzy concept. He changed that by offering a clear, testable definition:
Milton Rokeach’s 1973 book, The Nature of Human Values , isn’t just another academic text—it’s a cornerstone of modern social psychology. Decades later, his Value Survey (RVS) and theoretical framework are still cited in studies on motivation, culture, politics, and consumer behavior. rokeach m 1973 the nature of human values pdf top