1. During the process of attitude formation - and also after this process - attitudes may be changed and modified through various influences. 2. Some attitudes change more than others do. 3. Attitudes that are still in the formative stage - and are more like opinions - are much more likely to change compared to attitudes that have become firmly established - and have become a part of the individual's values. 4. Prejudices can exist without being shown in the form of discrimination. 5. From a practical point of view - bringing about a change in people's attitudes is of interest to community leaders - politicians - producers of consumer goods - advertisers - and others.