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The common observation that stable feelings & beliefs when referring to the same object tend toward congruence, is the basis of a structural theory of att's. It accepts att's as consisting of cognitive as well as effective components which are structural in that they are constellations of functionally related component events. An attitude is considered stable when the cognitive & affective components are mutually consistent. The individual's tolerance-of-inconsistency limit is crucial for attitude change (AC), since when it is exceeded, attitude reorg will occur until either: (a) the communications engendering inconsistency are rejected; (b) the attitude is fragmented & isolated from inconsistent components; or (c) a new attitude consistent with the original communication is developed. 'The production of inconsistency between affective & cognitive portions of an att will culminate in a general attitude reorg when (1) the inconsistency exceeds the individual's present tolerance limit & (2) the force producing it cannot be ignored or avoided. Res using hypnotic suggestion to induce change in att'nal affect is discussed re the prediction that if beliefs about an object change then affect will show a corresponding change, & its converse. Limitations of the present theory pertain to (a) the uncommon nature of the AC sequence in the affect-manipulation exp's, (b) the charge that reduction of all forms of AC to 2 structural sequences produces an ideal typology; (c) the omission of certain variables usually assumed to be important in AC processes; & (d) evidence which appears to contradict the conceptualization of a consistent structure of affective & cognitive components. It is argued that this conceptualization leads to increasing validity of attitude measurement by suggesting workable procedures to guard against pseudo-att's & a basis for making finer descriminations in the extent of extreme att's. Identification of components of cognitive belief will increase action-prediction power of attitude measurement, improve AC procedures & provide a basis for decreasing the propagandist's guilt feelings by providing a framework for analysis of his own values & their heirarchies. C. M. Coughenour.