The discussion focuses on the case of Omar Salah, a Jordanian Palestinian entrepreneur whose company, the Century Investment Group, quickly established 12 joint ventures with multinationals doing business in Israel. The company's activities indicate that Omar and his Israeli partner did not wait for all attitudes to change to achieve a resolution; instead, they behaved in ways consistent with their enlightened self-interest and reached a settlement. Two dynamics now exist: a settlement dynamic between Omar and the Israelis and a resolution dynamic between Omar and the Jordanians. The resolution dynamic appears to be designed to slow or stop the movement in the settlement dynamic. The situation is still unfolding, so it is not clear which dynamic will prevail. However, this case suggested in situations of deep-rooted conflict, settlement and resolution are often the same thing; attitude change among individuals is required to attain either goal. The 1986 model of Petty and Cacioppo is useful for analyzing such cases. It specifies that attitude change results from central routes that emphasize argument-based thinking or peripheral routes that designative psychological mechanisms not involving the central argument. Attitude changes produced through central routes are more enduring. This model emphasizes the important role of attitudes and implies that negotiators need to determine which parties are likely to follow central or peripheral routes to attitude change and to prepare messages accordingly. 6 references