Milton Rokeach (born in Hrubieszów as Mendel Rokicz, December 27, 1918 – October 25, 1988) was a Polish-born American[citation needed] social psychologist.
From 1959 to 1961, Rokeach conducted a well-known experiment in which he observed the interaction of three mentally ill patients, each of whom believed he was Jesus Christ at the Ypsilanti State Hospital.
[2] The Three Christs of Ypsilanti, was Rokeach's most famous research in values and beliefs, and was subsequently adapted into a screenplay, a stage play, two operas [3] and a movie.
[5] Rokeach studied long-term attitude change, which earned his ranking as the 26th most frequently cited psychologist at that time in social science abstracts.
In the book, he posited that relatively few "terminal human values" are the internal reference points that all people use to formulate attitudes and opinions.