what beliefs or attitudes towards an issue are important to you ?
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Human beings are complex, multifaceted creatures. Psychologists and sociologists have written thousands of pages of text attempting to explain what makes human beings “tick ” in order to better understand why individuals behave as they do. Why does one person laugh off an insult while another feels the need to punch the offender? Why do some cultures value the uniqueness of the individual while others believe that the group working as a whole is more important? What makes one person persevere while another gives up? In one small section of this chapter, we certainly cannot hope to comprehensively cover all that comprises human psychology, but we do need to identify a few key terms that have relevance in our study of communication and speech. For our purposes, the terms values, beliefs, and attitudes are especially important as you attempt to analyze your audience
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An attitude is your immediate disposition toward a concept or an object. Attitudes can change easily and frequently. You may prefer vanilla while someone else prefers peppermint, but if someone tries to persuade you of how delicious peppermint is, you may be willing to try it and find that you like it better than vanilla.
Beliefs are ideas based on our previous experiences and convictions and may not necessarily be based on logic or fact. You no doubt have beliefs on political, economic, and religious issues. These beliefs may not have been formed through rigorous study, but you nevertheless hold them as important aspects of self. Beliefs often serve as a frame of reference through which we interpret our world. Although they can be changed, it often takes time or strong evidence to persuade someone to change a belief.
Values are core concepts and ideas of what we consider good or bad, right or wrong, or what is worth the sacrifice. Our values are central to our self-image, what makes us who we are. Like beliefs, our values may not be based on empirical research or rational thinking, but they are even more resistant to change than are beliefs. To undergo a change in values, a person may need to undergo a transformative life experience.