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

But Rokeach observed a dangerous trap: the means can become ends. A person who values "Ambitious" above all else may achieve a "Sense of Accomplishment" but lose "Family Security" or "Happiness." This clash, Rokeach notes, is the engine of intra-psychic conflict.

Before Rokeach, values were often seen as infinite and culturally relative. Rokeach’s deep story challenges this. He posits that while cultures differ, the of core human values is surprisingly small. But Rokeach observed a dangerous trap: the means

The most psychological part of the story involves how values organize the "self." Rokeach argues that values are organized into a —a hierarchy. This hierarchy is the template for the self. Rokeach’s deep story challenges this

He divided them into two types:

: These represent "end-states of existence"—the ultimate goals an individual hopes to achieve in their lifetime. This hierarchy is the template for the self