Contrastingly, when our attitudes are positive, we are helpful and generous toward others and exercise better judgment, problem-solving, decision-making, and creative skills. When our expectations are negative, we have less ability to solve problems and make breakthroughs because we feel insecure and emotionally fragile (Bay & Machpherson 1998). Wrong attitudes are powerful enough to divide national community and erode healthy values- but there is a light at the end of the tunnel; people with different beliefs can still reason together once they realize how their attitudes affect others. All that is needed is a change of attitude.

This paper will describe Milton Rokeach's theory of Attitudes, Beliefs, and Values and illustrate how it is related to attitude change. I will also identify the scientific perspective that he takes as well as evaluate the str

Does this theory generate new ideas for research and additional theory? Yes. Rokeach pioneered methodology that explains behavior through beliefs, attitudes, and values. Researchers like Leon Pomeroy, PhD base their work on discoveries made by Professor Rokeach who devoted years to the study of instrumental-terminal valuation. Leon Pomeroy studies Microvaluation (pointed valuation having purpose and goals). It is means-ends strategic valuation; or, terminal-instrumental strategic valuation confirmed and studied by the late Professor Milton Rokeach of Michigan and California (Pomeroy, 2000).

The Beliefs, Attitudes, and Values theory firmly identifies with the Psychological Perspective. This perspective posits that cognitive/inner psychological variables cause human behavior. Rokeach's research examines how people's values, beliefs, and attitudes cause them to behave as they do.

This theory is immensely influential and is now considered a classic. It is useful and a good place to being thinking about attitude change and persuasion. Let us begin by looking at a scenario and see how Rokeach's theory about beliefs, attitudes, & values helps to explain it.

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Approximate Word count = 2659
Approximate Pages = 11 (250 words per page double spaced)