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Allport (1935, p. 798) characterized attitude as “...probably the most distinctive and indispensable concept in … social psychology.” Allport and other theorists viewed attitudes as a fundamental contributor to how persons deal with the world around them. omas and Znaniecki (1918) describe social psychology as the scienti c study of attitudes. Contemporary researchers and theorists share the view that attitudes have very important in uences on perceptions, thoughts, and behavior at individual, social, and cultural levels (e.g., Eagly & Chaiken, 1993; Greenwald, 1968, 1989). e ways in which attitudes are formed, changed, stored, activated, and used has been the focus of a tremendous amount of research activity in the past 90 years. Our goal in this chapter is to brie y outline the history of research and thinking with regard to attitudes, attitude change, and persuasion. We then discuss selected studies that have …