Rokeach Value Survey (RVS), Milton Rokeach (1973)

The Rokeach Value Survey (RVS) is a psychological tool developed by Milton Rokeach in 1973 to measure individual values and assess their relative importance. It provides a structured approach to understanding the core beliefs and guiding principles that individuals hold.

Milton Rokeach, a social psychologist, believed that values played a fundamental role in shaping human behavior, attitudes, and decision-making. He developed the RVS as a way to systematically capture and compare individual values across different domains of life.

The RVS consists of two sets of values:

  • Terminal Values: Terminal values represent desirable end states or goals that individuals strive to achieve in their lives. They reflect individuals’ ultimate aspirations and the outcomes they consider important. Examples of terminal values include happiness, freedom, peace, wisdom, and prosperity.
  • Instrumental Values: Instrumental values represent the behavioral means or principles that individuals believe are necessary to achieve their desired end states. They reflect the qualities and characteristics individuals believe are important for personal and social functioning. Examples of instrumental values include honesty, responsibility, competence, kindness, and fairness.

The RVS presents respondents with a list of values and asks them to rank these values according to their personal preference. By comparing the rankings, researchers can identify the individual’s most important values and assess the relative importance placed on different values.

The RVS has been used in various fields, including psychology, sociology, marketing, and organizational behavior, to gain insights into individuals’ value systems and how they influence behavior and decision-making. It has also been utilized in cross-cultural research to compare and contrast values across different cultures and societies.

The Rokeach Value Survey provides a quantitative measure of individual values, enabling researchers and practitioners to understand the priorities and motivations that guide individuals’ actions. It can be a valuable tool for self-reflection, understanding personal values, and guiding personal and organizational development.