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

Values Evolution in Transitional China: An Institutional Perspective

Examples: A comfortable life, world peace, equality, family security, freedom, happiness, and wisdom. The Two-Fold Classification: Terminal vs

In this foundational text, 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". He posits that human values are organized into a hierarchical value system , where each value is ranked by its relative importance. The Two-Fold Classification: Terminal vs. Instrumental The Rokeach Definition of Values These are "preferable

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 published by the Free Press

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