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

Legacy advertising sold features; modern branding sells terminal values. Nike ("A Sense of Accomplishment"), Patagonia ("A World of Beauty"), and Apple ("Freedom/Creativity") are all Rokeachian strategies.

The Rokeach Value Survey has been employed in numerous studies across various cultures and populations, providing valuable insights into the structure and function of human values. Research has shown that the RVS is a reliable and valid measure of human values, with applications in fields such as psychology, sociology, marketing, and organizational behavior.

Rokeach's work on human values has been widely cited and influential, with many researchers building upon his foundation. However, some critics argue that: