Questions the existing research in and theories of attitudes and attitude change and documents new approaches to a unified theory of beliefs, attitudes, and values as interrelated in a functionally integrative cognitive system
I jumped back in the wayback machine and headed to 1968, when Milton Rokeach released Beliefs, Attitudes, and Values: A Theory of Organization and Change. I jumped here, because I needed to learn more about primitive beliefs – beliefs that can’t be questioned. It was important to work backwards to find the work that framed our thinking around beliefs and what makes them malleable to change.