People differ from each other in how they perceive their current finances, the state of their financial futures, and their attitudes toward money. We show in this chapter that one can easily measure these attitudes using broad surveys. We also show, however, that we need to go deeper than just measuring attitudes. Knowing a lot about the person tells us a lot about the person, but does not predict attitudes. We do not learn about what makes a person’s mind ‘tick’, what is the algebra of the mind. For that we need experiments, and it is to the world of experimentation we will next turn to make our discoveries.