Patrick Vargas studies many aspects of attitudes. He works on how we measure attitudes, particularly the use of implicit or indirect measures. For example, consider how our attitudes and beliefs tend to color the way we perceive events: Cubs fans and Cardinals fans may perceive a close play at home plate very differently. Vargas’s research shows how these biased perceptions can be measured and used to predict behavior, beyond what can be predicted by more traditional self-reports of attitude. Vargas also studies how we form and change our attitudes (conditioning, mere exposure, cognitive responses), the content and structure of our attitudes (affect, behavior, and cognition), and how our attitudes relate to our behaviors (judgment and decision-making). In studying these different aspects of attitudes, he lends his expertise to a broad group of scholars working in different disciplines, fueling a trans-disciplinary growth of knowledge about attitudes and attitude change. He possesses a wide-ranging knowledge of attitudes and attitude change, of survey methodology and experimental design, and of statistics. This unusual constellation of expertise enables Vargas to direct research with students and faculty studying advertising; social and personality psychology; educational psychology; marketing; recreation, sport, and tourism; anthropology; and philosophy. Much of his most recent research is aimed toward applying attitude theory to social and environmental wellbeing.