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Purpose - The aim is to analyse changes of mass distributed value hierarchies in the course of social transformations in Russia during the last 25 years. Design/methodology/approach - The article's approach is development of the model of value hierarchies within the framework of Batesonian thinking and analysis of secondary sociological and economic data on Russia. Findings - The value hierarchy model, built within the Batesonian approach, provides a framework for analysis of the behavioural alternative choice by social individuals. Crisis events in Russia in the 1990s were related to the demolition of behavioural contexts and mass scale learning-III of the adult population. New value hierarchy structures were subsequently formed in the early 2000s. Attention of social planners to the structure of mass-distributed value hierarchies and the need to learn in changing contexts could improve the efficiency of social transformation. Research limitations/implications - Research findings are limited by the use of secondary data. However, even in this case, the model of value hierarchies has been found a useful tool of sociological data interpretation. Practical implications - Need for changes in epistemological grounds that underlie the design of massive socioeconomic reforms. Originality/value - The value hierarchy model was developed as a contribution to the Batesonian tradition of epistemology. Insights were provided into value hierarchy changes as the key driver of chronic crises in Russia in the 1990s. Social scientists and social planners within the system thinking approach could benefit from this paper. [ABSTRACT FROM AUTHOR]