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If you are quoting the definition of a value, note that page 5 is the canonical citation for the "enduring belief" definition.
Instrumental values refer to . These are the acceptable behaviors or moral traits that an individual utilizes as a means to achieve their terminal values.The 18 instrumental values in the RVS are: Ambitious (hard-working, aspiring) Broadminded (open-minded) Capable (competent, effective) Cheerful (lighthearted, joyful) Clean (neat, tidy) Courageous (standing up for your beliefs) Forgiving (willing to pardon others) Helpful (working for the welfare of others) Honest (sincere, truthful) Imaginative (daring, creative) Independent (self-reliant, self-sufficient) Intellectual (intelligent, reflective) Logical (rational, objective) Loving (affectionate, tender) Obedient (dutiful, respectful) Polite (courteous, well-mannered) Responsible (dependable, reliable) Self-controlled (restrained, self-disciplined) Methodology: The Ranking System
: Unlike traditional rating scales, the RVS requires participants to rank each set of 18 values in order of importance. This forces individuals to make trade-offs, reflecting their personal "value system". Cognitive Consistency rokeach m 1973 the nature of human values pdf
Advertisers use the RVS to segment audiences based on core value drivers. For instance, a brand selling luxury goods targets consumers who highly rank social recognition and pleasure , while eco-friendly brands speak to those prioritizing a world of beauty .
Understanding Milton Rokeach’s The Nature of Human Values (1973) If you are quoting the definition of a
Rokeach defines 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." Two Categories of Values (The Rokeach Value Survey)
This ranking process forces individuals to reveal their core priorities, establishing a hierarchy of values that predicts attitudes and behavior. This forces individuals to make trade-offs, reflecting their
, by contrast, are the modes of conduct we find preferable. They are the means by which we achieve our terminal values, the behavioral GPS that guides our daily actions. Examples include being "honest," "ambitious," "responsible," "courageous," and "logical".
For academic research, referencing the original remains vital for validating quantitative studies on human priorities and ethics.