Current conceptions of attitude do not adequately distinguish between attitudes and factual beliefs on the one hand, or between attitudes and preferences on the other. To hold an attitude is to ascribe an objective moral property to the attitude‐object; however, the conception of such properties rests on an incoherent theory of relations as constitutive of their terms, and the belief in them has only pseudo‐cognitive content. Moralism, or the maintaining of attitudes, is a special technique for disguising and promoting interests. Attitudes serve as rationalizations for concealed or unconscious impulses and are themselves defended by further rationalizations. These considerations call into question some common techniques of attitude‐assessment. Some apparent exceptions, namely ‘aesthetic attitudes’ and ‘authentic values’, reveal themselves to be either (a) factual beliefs about aesthetic properties or about human motivation respectively, (b) preferences, or (c) moral attitudes as defined. Moralism is not e...