Rokeach — M. -1973-. The Nature Of Human Values. New York Free Press =link=

Values are cognitive, affective, and behavioral, functioning as standard templates for human action.

– Rokeach was not content merely to describe and measure values; he wanted to know whether they could be changed . This section summarizes his theory of cognitive and behavioral change, explains the procedures for inducing and assessing value change, and describes a famous field experiment in which changes in values led to measurable changes in opinion for an entire small city in Washington State. The modern "culture war" is a direct manifestation

The modern "culture war" is a direct manifestation of clashing terminal values. One side prioritizes "National Security" and "Salvation"; the other prioritizes "Equality" and "Freedom." Rokeach predicted that when different value hierarchies occupy the same society, they will not just disagree on policy—they will find each other morally incomprehensible . Values form the basis of attitudes, which in

Rokeach emphasizes that ranking forces trade-offs, revealing true hierarchical priorities rather than socially desirable inflation. Values form the basis of attitudes

Values form the basis of attitudes, which in turn drive behavior. Value Self-Confrontation: