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This paper discusses change and development of student attitudes, especially in reading, and several alternative methods which are available for measurement and observation of change in attitudes. Important considerations for the reading teacher who is interested in developing student attitudes include establishing a positive environment which makes reading a pleasant experience, setting purposes for reading which avoid negative consequences, and projecting a positive attitude toward learning and the students. Suggestions for measuring attitude include using a Likert method, using stimulus situations which differ only in the presence or absence of reading or books, and using a scale for judging plausibility of arguments. (WR