According to an influential tradition in value analysis, to be valuable is to be a fitting object of a pro-attitude. If it is fitting to favor an object for its own sake, then, on this view, the object has final value, that is, it is valuable for its own sake. If it is fitting to have a pro-attitude toward an object for the sake of its effects, then its value is instrumental. And so on. Disvalue is connected in an analogous way to contra-attitudes instead. Apart from the linkage between value and attitudes, what is distinctive for this kind of analysis, at least on some of its readings, is that it establishes a connection between the axiological and the deontic notions: value on this approach is explicated in terms of the stance that should be taken toward the object. That it is fitting to have a certain attitude, that there are reasons to have it, or that the attitude in question is appropriate or called for, are different ways to express this deontic claim. Consequently, an important advantage of the “fitting-attitudes” analysis, or the FA analysis for short, is that it removes the air of mystery from the normative ‘compellingness’ of values. (Less)