Rokeach, M. (1973). The nature of human values. Free Press.
Rokeach's theory and the VS have been applied across various cultures, demonstrating the universality of human values. Research has shown that, despite cultural differences, certain values, such as freedom and happiness, are highly valued across cultures.
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Rokeach defines human values as "enduring beliefs that a particular mode of behavior or end-state of existence is desirable or preferable to another" (Rokeach, 1973, p. 5). He argues that values are essential components of human personality, influencing attitudes, behavior, and decision-making. Values are abstract, cognitive representations of desirable outcomes, which serve as guiding principles for evaluating and choosing among alternatives.
Rokeach developed the Value Survey (VS), a widely used instrument to measure human values. The VS consists of 36 terminal values and 18 instrumental values, which individuals rate in order of importance.
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