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Using a contemporary case involving Palestinians and Israelis working on business ventures following the 1993 Oslo Peace Accords, the author focuses on the differences between conflict resolution and conflict settlement. 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 Petty and Cacioppo Model (1986) specifies that attitude change results from central routes or peripheral routes. The author reflects on the model's predictive elements in the business venture case and its useful implications for other conflicts.