In this introductory text to the field of attitude change, the emphasis is on one of the end products of research in social psychology--manipulation and control of attitudes and related behaviors. The text first defines the concept of attitude, then identifies ideas from the areas of history, literature, law, religion, and the social sciences that explore concepts of attitude change. It examines the experiment as a source of general information and reviews some representative studies. A critical analysis of the conceptualization, methodology, and interpretation of attitude change research is given, along with an examination of the role of theory in explaining the results of experiments. In considering practical applications of principles of attitude and behavior change, the text details such real life examples as psychological warfare, prejudice, police interrogation, consumer motivation, and supersalesmanship. Five appended essays deal with: techniques of attitude measurement, experiment as a source of information, sources of invalidity in experimental designs, an efficient method for outlining experiments, and the student as an agent of political and social reform. (JY)