Chapter 7 differentiates processes of attitude formation and change, with special attention to the influence of prior attitudes on the decision to seek out a persuasive message and the ultimate impact of a message or behavioral intervention, particularly in combination with goals of action and inaction. The key elements of persuasive communications and interventions to change behavior include behavioral recommendations, persuasive arguments, the communicator, and affective feelings. Message actionability is discussed in the context to concept priming, numbers of recommendations including in a message or intervention, and other factors. These elements and the processes leading to behavior are discussed.