Rokeach developed the Rokeach Value Survey to measure value priorities. The RVS lists 18 terminal and 18 instrumental values and asks respondents to rank them in order of importance. Key features:

Review a case study on how map consumer values.

Terminal values refer to desirable end-states of existence. These are the ultimate goals that a person would like to achieve during their lifetime. The 18 terminal values identified by Rokeach include: A comfortable life (a prosperous life) An exciting life (a stimulating, active life) A sense of accomplishment (lasting contribution) A world at peace (free of war and conflict) A world of beauty (beauty of nature and the arts) Equality (brotherhood, equal opportunity for all) Family security (taking care of loved ones) Freedom (independence, free choice) Happiness (contentedness) Inner harmony (freedom from inner conflict) Mature love (sexual and spiritual intimacy) National security (protection from attack) Pleasure (an enjoyable, leisurely life) Salvation (saved, eternal life) Self-respect (self-esteem) Social recognition (respect, admiration) True friendship (close companionship) Wisdom (a mature understanding of life) 2. Instrumental Values

Terminal values represent the ultimate goals a person wishes to achieve during their lifetime, such as "a world of beauty," "freedom," or "wisdom".

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This comprehensive approach made the book an essential resource for applied researchers. Rokeach himself famously used the Value Change instrument in a series of experiments in the state of Washington, where he demonstrated that changes in people's values could lead to measurable changes in their opinions and behaviors on a community-wide scale.

Many researchers upload chapters, summaries, or full-text review papers discussing Rokeach's methodology.