Milton Rokeach Quotes

We have already seen that when positive authority suggests a change in behavior, the recipient will accept it provided he is capable of doing so and provided it does not require drastic modification of belief or frustrate important needs. By carrying out the suggestion, one can simultaneously reduce dissonance and preserve intact one's relation to positive authority. But what can reasonably be expected when the suggestion to change is beyond the recipient's capability or frustrates his deep needs or predispositions? In such a situation, a conflict arises between his desire to comply with authority and the abilities or needs which make compliance impossible.One way to resolve such a conflict situation (or to reduce the dissonance) is to change one's conception of authority. If a suggestion emanating from positive authority is unacceptable, the conflict may be removed by becoming disaffected with the authority and transforming it either into a negative authority or into a nonexistent one. This is exactly what Leon and Joseph did.
Milton Rokeach
As soon as they leave, Leon says to me: "I disagree, sir. There are people who aren't insane, and I'm one of them. People who generalize are mentally ill.
Milton Rokeach
By what criteria can one decide which of a person's countless beliefs are primitive? The essential factor is that they are taken for granted: a person's primitive beliefs represent the basic truths he holds about physical reality, social reality, and himself and his own nature. Like all beliefs, conscious or unconscious, they have a personal aspect: they are rooted in the individual's experience and in the evidence of his senses. Like all beliefs, they also have a social aspect: with regard to every belief a person forms, he also forms some notion of how many other people have the experience and the knowledge necessary to share it with him, and of how close the agreement is among this group. Unlike other beliefs, however, primitive beliefs are normally not open to discussion or controversy. Either they do not come up in conversation because everyone shares them and everyone takes them for granted, or, if they do come up, they are virtually unassailable by outside forces. The criterion of social support is totally rejected; it is as if the individual said: "Nobody else could possibly know or have experienced what I have." Or, to quote a popular refrain: "Nobody knows the trouble I've seen." A person's primitive beliefs thus lie at the very core of his total system of beliefs, and they represent the subsystem in which he has the heaviest emotional commitment.
Milton Rokeach