The generalizations we make about ourselves, others and the world and our operating principles in it. Beliefs can be broad and encompassing and can influence behaviors in all aspects of a persons life. A belief is persons feeling of certainty and conviction about something.

Behavior is organized around belief structures. If a specific idea or behavior can be aligned with someone’s internal belief system, then there is a higher chance of influencing or convincing the person. A belief tends to be much more universal and categorical than an understanding.