The aim of the research uses bibliometric method to examine the existing literature on the instrumental and terminal value to assess the concept's path from its beginnings in the business. Management and psychology arena to the present. This research utilizes bibliometric methodologies based on 499 documents from Elsevier's data sources from 1972 to 2022 (50 years). In addition, it follows the analysis of Citation and Keyword co-occurrence on instrumental and terminal value concepts. Research provides insights into the development of the field of study surrounding the instrumental and terminal value concepts during the past decades. Emerging patterns form the three clusters. Namely, the concept of human (customer) values, cognition forms of the terminal and social values. Lastly, values and sustainable development; these three domains emerge as key themes in the literature on instrumental and terminal value concepts. Additionally, the research on the instrumental and terminal value notion discusses the most outstanding authors and sources in this area and potential future research possibilities. Elsevier's data is the sole focus of this research. This is a drawback in the research. The results of this research could help academic researchers who work on this topic and professionals enhance their businesses, customer value, and strategic interventions by providing a more precise knowledge of the concept of instrumental and terminal value.