This document discusses concepts related to beliefs, attitudes, values, and behavior. It introduces the "Big Four" of beliefs, attitudes, values, and behavior, with beliefs being the smallest units of awareness and values being enduring, salient beliefs. People strive for consistency, or stasis, between these concepts. When confronted with conflicting information, people will first need to be knocked off their stasis before changing. The two keys to change are adding new beliefs or altering behavior, as attitudes cannot be directly changed. Various value systems and codes of conduct are also presented, such as the Six Pillars of Character and Bushido Code.