The O.J. Simpson trial in the mid-1990s was a highly publicized event that highlighted the complexity of attitude formation and change. The trial involved a prominent football player and sportscaster charged with a double homicide, with attorneys of various races and genders presenting evidence that ranged from simple and emotional to verbal and abstract. Jurors, a diverse group of individuals with varied backgrounds and experiences, had to evaluate the trial's content and decide the defendant's guilt. The trial's context was often tense and sad, but also filled with humor and positive feelings. Despite the trial's complexity, many variables present in the trial have been studied in social psychology literature on attitude formation and change. This chapter provides an overview of research on these variables and addresses the processes by which they result in influence. Attitudes are fundamental in social psychology, influencing critical decisions regarding health, security, and other important aspects of life. Attitudes are global evaluations of people, objects, and issues, varying in extremity, based on emotions, beliefs, or past experiences. Research suggests that evaluative processing of information is natural and fundamental, driven by adaptive and functional purposes. However, individual differences in the need to evaluate also exist, with some people more likely to engage in online evaluation of stimuli and hold diverse opinions. Attitude change refers to a modification in a person's evaluation from one value to another. Change can be assessed relative to the initial attitude, with polarization and depolarization occurring when people move in the direction of their initial tendency or opposite. In persuasion settings, change is typically examined relative to the advocated position. Acceptance processes move people in the targeted direction, while rejection or resistance processes help resist change. The distinction between attitude formation and change is not used, as research suggests that attitudes on a continuum from non-attitudes to strong attitudes are more useful. The processes of change described and the principles of change are applicable to changing evaluative judgments, such as determining guilt in a trial. The term "belief change" is often equally applicable. Education involves presenting facts and information objectively, while propaganda involves slanting information. The term "persuasion" and "attitude change" have replaced "propaganda" due to its pejorative connotations. The Elaboration Likelihood Model (ELM) is a framework that explains high- and low-effort processes in attitude change. The ELM distinguishes between the central route (high effort) and peripheral route (low effort) processes, with the central route requiring more mental effort and the peripheral route relying on heuristics and cues. The ELM also incorporates the multiple roles hypothesis, suggesting that variables can influence attitudes through different processes at different points on the elaboration continuum. Factors such as message repetition, personal relevance, and perceived ability to process information influence the likelihood of high or low effort processing. The ELM also addresses biases in information processing, including default biases and motivational and ability factors thatThe O.J. Simpson trial in the mid-1990s was a highly publicized event that highlighted the complexity of attitude formation and change. The trial involved a prominent football player and sportscaster charged with a double homicide, with attorneys of various races and genders presenting evidence that ranged from simple and emotional to verbal and abstract. Jurors, a diverse group of individuals with varied backgrounds and experiences, had to evaluate the trial's content and decide the defendant's guilt. The trial's context was often tense and sad, but also filled with humor and positive feelings. Despite the trial's complexity, many variables present in the trial have been studied in social psychology literature on attitude formation and change. This chapter provides an overview of research on these variables and addresses the processes by which they result in influence. Attitudes are fundamental in social psychology, influencing critical decisions regarding health, security, and other important aspects of life. Attitudes are global evaluations of people, objects, and issues, varying in extremity, based on emotions, beliefs, or past experiences. Research suggests that evaluative processing of information is natural and fundamental, driven by adaptive and functional purposes. However, individual differences in the need to evaluate also exist, with some people more likely to engage in online evaluation of stimuli and hold diverse opinions. Attitude change refers to a modification in a person's evaluation from one value to another. Change can be assessed relative to the initial attitude, with polarization and depolarization occurring when people move in the direction of their initial tendency or opposite. In persuasion settings, change is typically examined relative to the advocated position. Acceptance processes move people in the targeted direction, while rejection or resistance processes help resist change. The distinction between attitude formation and change is not used, as research suggests that attitudes on a continuum from non-attitudes to strong attitudes are more useful. The processes of change described and the principles of change are applicable to changing evaluative judgments, such as determining guilt in a trial. The term "belief change" is often equally applicable. Education involves presenting facts and information objectively, while propaganda involves slanting information. The term "persuasion" and "attitude change" have replaced "propaganda" due to its pejorative connotations. The Elaboration Likelihood Model (ELM) is a framework that explains high- and low-effort processes in attitude change. The ELM distinguishes between the central route (high effort) and peripheral route (low effort) processes, with the central route requiring more mental effort and the peripheral route relying on heuristics and cues. The ELM also incorporates the multiple roles hypothesis, suggesting that variables can influence attitudes through different processes at different points on the elaboration continuum. Factors such as message repetition, personal relevance, and perceived ability to process information influence the likelihood of high or low effort processing. The ELM also addresses biases in information processing, including default biases and motivational and ability factors that