The foundational values measurement instrument in consumer and social research. The 36 values have been used in hundreds of marketing studies to understand consumer segments, cross-cultural value differences, and links between values, attitudes, and behaviour. The standard format is rank ordering (ordinal scores), though Likert and anchored-endpoint interval-scale formats have been validated as acceptable alternatives (Munson & McIntyre 1979). Terminal values structure: self-actualisation/hedonism, idealism, and security dimensions. Instrumental values structure: self-direction, conformity, and virtuousness dimensions (Crosby et al. 1990). Shortened versions (12 or 15 values) relevant to consumer behaviour have been validated (Munson & McQuarrie 1988). Values range in mean importance from M=4.5 (social recognition) to M=6.6 (honesty, self-respect).
Rokeach, M. (1973). The Nature of Human Values. Free Press.
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