ABSTRACT
This chapter focuses on psychological processes at the individual level. Psychological research typically employs one or more of four basic concepts: beliefs, values, attitudes, and opinions. Beliefs are the cognitive components that make up our understanding of the way things are, that is, the information that individuals have about objects and actions. Values are ideals. While beliefs represent our understanding of the way things are, values represent our understanding of the way things should be. Attitudes have been defined as relatively stable and consistent positive or negative views about a person, place, or thing. Some researchers use "opinion" and "attitude" more or less interchangeably, but many make a distinction. Consider the implications of Elaboration Likelihood Model for public opinion scholars and those who design persuasive messages. Classical conditioning theory depends on a stimulus-response model. Operant conditioning is based on the supposition that people act to maximize the positive and minimize the negative consequences of their behavior–and, by extension, their attitudes.
