1964 Quote by Milton Rokeach
““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.””
About This Quote
Source Book: The Psychology of Values, Milton Rokeach, 1973
When a respected source recommends a change, people comply if they can do it without threatening core beliefs or needs; otherwise they may reject or diminish the authority.
In simple terms: People obey if change fits their abilities and values; otherwise they reject the source.
Key Takeaway
Assess whether a suggestion aligns with personal capacities and values before accepting.
Themes
authority
compliance
cognitive dissonance
values
conflict
Mood
reflective
analytical
cautious
Type
philosophical
psychological
When to use this quote
- personal decision making
- leadership communication
- therapy
- education
- organizational change
Key Concepts
social influence
self‑determination theory
identity
need satisfaction
Questions to Reflect On
- How do you determine when to challenge authority?
- What strategies help align recommendations with personal values?
A Different Perspective
If the suggestion conflicts deeply, compliance may cause distress or rebellion.
