Rokeach Value Survey – Example, Results & More!

Milton Rokeach's work on personal values is still relevant and popular today. Understanding personal values is an excellent place to start when it comes to growing self-awareness. Improving our self-awareness has significant implications in the workplace. These include everything from increasing our personal well-being to allowing us to be vulnerable in the workplace and lead with authenticity.

Rokeach Value Survey ​ 

This survey gives you a system for categorizing values. The system was created by social psychologist Milton Rokeach and consists of two sets of values, each with 18 distinct value elements. The first set is known as terminal values, whereas the second is known as instrumental values.

This survey is based on a 1968 book, i.e., Beliefs, Attitudes, and Values. The book offered the conceptual foundation for the relationship between basic values and beliefs, and attitudes. In his book, he used his value system to create the Rokeach Value Survey.

End-states of existence is referred to as terminal values. These are the objectives that a person wishes to accomplish throughout his or her lifetime. Various groups of individuals in distinct cultures have different values.

Rokeach Value Survey Example

Rokeach created the survey after conducting interviews and conducting extensive linguistic and value literature assessments. Unfortunately, Rokeach was unable to pinpoint his value system's fundamental structure. Shalom H. Schwartz's further study revealed that the RVS has ten motivational categories, each of which includes two or more of the terminal and/or instrumental values. 

The motivating type of power, for example, encompasses the end states of social power, riches, authority, and the instrumental value of maintaining a public image. The instrumental qualities of success, capability, and ambition are contained in the motivational type Achievement. The motivating type of Universalism includes the instrumental values of open-mindedness and environmental protection, as well as the terminal values of social justice, wisdom, global peace, beauty, unity with nature, and equality.

You can read more about the Rokeach Value Survey example from this research paper. The research paper examines cross-cultural attributes and focuses on values in the main paragraph.

Rokeach Value Survey Results

 The idea that values play a big influence on consumer behavior has gained a lot of traction. Surprisingly little empirical study has been done on this topic until lately. With the acknowledgment that many traditionally held values in American society are changing, the consumer research literature is beginning to pay more attention to the importance of personal values in consumer behavior research. While each of these research looks at the link between personal values and other aspects of consumer behavior, it's worth noting that practically all of them are based on Rokeach's Value Survey.

This technique of analyzing human values has been acknowledged in the psychology and sociology literature. However, the evidence does not validate the Value Survey. It is because this approach to value analysis is becoming more widely used in behavioral research. This article explains Rokeach's paradigm before reporting the findings of a study that looked into the extent to which the Rokeach Value Survey measures what it claims to measure. Rokeach Value Survey has been extensively used and researched; for example, the paper published in The Journal of Social Psychology focused on multiple interpretations of this survey.

Rokeach developed a model that proposes that beliefs, approaches, and values are all structured together into a functionally integrated, cognitive system in order to explore the importance of values in public opinion research. Beliefs are the most fundamental part of this system, and they may be thought of as simple propositions, conscious or unconscious, that can be deduced from what a person says or does.

What Is Rokeach Value Survey?

Lets dig into the Rokeach values definition. A value is considered as a single belief that directs behaviors and judgments across contexts and beyond immediate aims to more ultimate end-states of life in this survey. The contrast between desirable ways of activity and preferable end-states of existence entails a dichotomy between means and goals, or "instrumental" and "terminal" values, as defined by Rokeach. Ambition, independence, and responsibility are examples of instrumental values that relate to ways of behavior.

The term "terminal values" refers to an individual's intended end-state of existence, which might include things like living an interesting life, having a secure family, and finding redemption. The entire list of the Value Survey's 18 terminal and 18 instrumental values may be found here.

In its initial form, the Value Survey asked participants to rank two sets of terminal and instrumental values in alphabetical order. Each value is printed on a pressure-sensitive gummed label, and responders are encouraged to rearrange the labels until they attain the optimal order of relative significance for each value. There are two primary drawbacks to this treatment. The first is that participants are pushed to choose one value above another that may be as valuable to them. Second, the display of the 18 terminal and instrumental values may exceed the respondent's ability to digest information effectively, causing the ranking procedure to be skewed. In place of the ranking technique, a modified Likert-type scale is usually used to address these constraints. With this change, the survey is now short, simple to use, and takes just around 10 minutes to complete.

What is the use of the Rokeach Value Survey? 

Values are taught ideas about preferred ways of doing or being, and they serve as guiding principles in one's life. Understanding the nature of human value systems is critical to grasping the motivating base for all conduct, including work-related behavior.

Career counselors utilize the RVS to access and bring a client's hierarchical arrangement of work-related needs, preferences, and objectives to light. The relevance of analyzing values resides in increasing the career client's self-awareness and helping the client to understand underlying motives for professional decisions. Furthermore, when this information is combined with other work-related characteristics like interests, self-efficacy, and talents, the outcome is a more comprehensive and multidimensional picture of the potential client and suitable career options.

Terminal Vs. Instrumental Values

The most important distinction between terminal and instrumental values is that Rokeach terminal values are the highest in a person's value system, whilst instrumental values are the ones that are often employed. 

People's personal and professional life are affected by both terminal and instrumental values - for example, a person with a high level of stimulation may choose dangerous vocations (police officer, firefighter), and a person who enjoys accomplishment may become an entrepreneur. These groupings of people in society have different priorities when it comes to values. For example, a mature understanding of the world and life, feeling accomplished, and acknowledgment.

Instrumental values are ways of behaving in order to get the desired results. These ideals are frequently applied in everyday life. Because these ideals differ within a group, they cause disputes. In general, these values depict the paths that an individual might take to fulfill his life's objectives.

Terminal values can be defined as the goals that a person wishes to attain in his or her lifetime, whereas instrumental values are the ways in which the terminal values can be achieved. The most important distinction between terminal and instrumental values is that terminal values are the highest in a person's value system, whilst instrumental values are the ones that are often employed.

The gaols that a person intends to attain during his or her lifetime are known as terminal values. They are the most significant values in a person's value system. The term "terminal values" refers to a person's or his destination's life goals and aspirations. People's terminal values are frequently the same.

The forms of behavior in obtaining the terminal values, on the other hand, are known as instrumental values. They are concerned with a person's actions while pursuing his or her goals or terminal ideals. People employ these principles frequently in their daily lives, and they range from person to person, which can lead to disagreements. As a result, the distinction between terminal and instrumental values has been summarized. The various social groupings in society have different terminal and instrumental values, as well as different priorities for their values.

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Conclusion 

​Understanding your values is crucial for some individuals, and this survey is a good approach to gain a high-level idea of what they are. It is not easy to grasp, as with many such surveys, and some individuals may find it hard to complete.

The priorities and key values you designate today may not be your key values tomorrow, but the bigger categories will most likely be true. If you want to improve your self-awareness, you should take a step back and consider your principles and where they originate from.