Everyone communicates with one another for infinite reasons. One of these reasons is to persuade others to behave or think in a way that one desires. Persuasive communication is seen everyday in everywhere. Television commercials, magazine advertisements, articles on newspapers, and salesperson at the market are all examples of persuasive communication. However, what matters the most is not the products or ideas, but the effectiveness of persuasion using communication. This is why so many psychologists and theorists have studied and developed theories of persuasion for so long. Milton Rokeach is one of these many researchers who have tried to explain human behaviors. After years or research and study, he developed a persuasion theory called, Beliefs, Attitudes, and Values Theory. The purpose of this paper, then, is to evaluate this theory by analyzing each component of the theory and applying it to a real-life situation of "Steve." Steve is a hard-working and highly respected person at his work. He has a negative attitude toward women and believes that women are inferior to men. So he constantly makes sexually suggestive comments and derogatory jokes about women at work and doesn't feel bad about it until a new policy against anything related to sexual harassment is adopted. Although he complies with the policy at work, he highly disagrees with the policy. However, as soon as he is told by his friend that he is not so well-liked by his co-workers because of his comments, he completely stops his jokes and even changes his attitude toward the policy. Why? What persuaded him change his behavior and attitude at the altogether? Rokeach's theory explains later in the paper, but the theory itself will be examined first.
             There are three major constructs or variables that Rokeach discusses in his persuasion theory. As the name of the theory clearly tells, they are beliefs, attitudes, and values. First ...