Rokeach rocks! :P

http://books.google.com/books?id=e_b2tCgC4MQC&pg=PA277&dq=Understanding+Human+Values,+M.+Rokeach&hl=en&ei=f3yETtKtKejk4QSb6tnSDw&sa=X&oi=book_result&ct=result&resnum=1&ved=0CCwQ6AEwAA#v=onepage&q=Understanding%20Human%20Values%2C%20M.%20Rokeach&f=false

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