Rokeach Value Survey

What it measures

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).

Response format

Rank order: respondents rank all 18 terminal values and all 18 instrumental values separately from 1 (most important) to 18 (least important). Alternative formats include Likert rating scales and anchored endpoint scales.

Scale items

Terminal Values (18 items) — desired end states of existence. Rank 1 (most important guiding principle) to 18 (least important).

• A comfortable life (a prosperous life)
• An exciting life (a stimulating, active life)
• A sense of accomplishment (a 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)

Instrumental Values (18 items) — preferable modes of behaviour. Rank 1 (most important guiding principle) to 18 (least important).

• Ambitious (hard working, aspiring)
• Broad-minded (open minded)
• Capable (competent, effective)
• Cheerful (lighthearted, joyful)
• Clean (neat, tidy)
• Courageous (standing up for your beliefs)
• Forgiving (willing to pardon others)
• Helpful (working for the welfare of others)
• Honest (sincere, truthful)
• Imaginative (daring, creative)
• Independent (self-reliant, self-sufficient)
• Intellectual (intelligent, reflective)
• Logical (consistent, rational)
• Loving (affectionate, tender)
• Obedient (dutiful, respectful)
• Polite (courteous, well-mannered)
• Responsible (dependable, reliable)
• Self-controlled (restrained, self-disciplined)

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

The rank-order format produces ordinal data — Spearman's rho or Kendall's tau are appropriate for reliability and validity. Test-retest rho=0.70–0.82 over 7 weeks. Likert format (important to not important, 7-point) is an acceptable alternative (rho=0.74–0.76; alpha=0.94–0.95 for full set). Mean scores on 7-point scales: range from Social recognition M=4.5 to Honesty M=6.6 and Self-respect M=6.6. The 24-item consumer-behaviour-relevant subset (Munson & McQuarrie 1988) and 12-item short forms are available for efficiency. The LOV (id:483) is generally preferred for consumer behaviour research due to its brevity and stronger predictive validity.

Recommended companion scales

Citation

Rokeach, M. (1973). The Nature of Human Values. Free Press.

Keywords