Rokeach M. -1973-. The Nature Of Human Values. New York Free Press Best -

argues that values—not attitudes—are the fundamental building blocks of human personality and the primary drivers of behavior. Published by the New York Free Press, this book serves as both a theoretical manifesto and a technical manual for the , a tool that revolutionized the quantitative study of human beliefs. Core Framework: The Two Types of Values

The Nature of Human Values (1973): Milton Rokeach’s Framework Published in 1973 by The Free Press, Milton Rokeach’s The Nature of Human Values is a landmark text in social psychology. It Core Principles and Findings Small Number of Core

: These represent "end-states of existence"—the ultimate goals an individual hopes to achieve in their lifetime. attitudes toward objects and situations

Honest, ambitious, courageous, forgiving, helpful, intellectual, loving, responsible, self-controlled. 3. Core Principles and Findings Small Number of Core Values: presentations of self to others

Rokeach famously wrote: “A value is a standard... It is a standard that guides and determines action, attitudes toward objects and situations, ideology, presentations of self to others, evaluations, judgments, justifications, comparisons of self with others, and attempts to influence others.”