Abstract
A 28-item questionnaire and the Rokeach Value Survey were administered to 298 registered voters in 12 Southern states. The questionnaire included (1) background information such as age, marital status, education, family income, church attendance, etc., and (2) attitudinal data such as Hawk-Dove, law and order, integration-segregation issues, etc. In addition, the 18 terminal values of the Rokeach scale were rank-ordered by all Ss. The data were first analyzed so as to describe Wallace, Nixon, and Humphrey supporters along demographic, attitudinal, and value-system dimensions. A stepwise discriminant analysis indicated that seven values accounted for almost all of the variance. In order of discriminatory power, these values are as follows: equality, national security, world of beauty, inner harmony, pleasure, social recognition, and family security.
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