Rokeach M. -1973-. The Nature Of Human Values. New York Free Press Patched Now

Rokeach defines values as "desirable states of existence" or "modes of behavior" that serve as guiding principles for individuals and cultures. He argues that values are not simply abstract concepts, but rather, they have a concrete, psychological reality that influences human thought, feeling, and action. Values are considered essential components of human personality, shaping our attitudes, preferences, and behaviors.