Contrary to Freudian and behaviorist models that suggested core personality structures were immutable, Rokeach believed that long-term value change could occur through "self-confrontation." He famously conducted experiments showing that when people became aware of contradictions between their values and their self-perceptions (e.g., claiming to value "freedom" while holding prejudiced attitudes), their values shifted.
Better yet, buy a used physical copy. Sites like or eBay often have ex-library copies of the 1973 edition for under $20. Having the physical book allows you to see the full tables, the original survey instructions, and the nuanced footnotes that often get lost in summaries. rokeach m. -1973-. the nature of human values pdf