We are supportive of Cromby's challenge to further develop 'belief' as a concept relevant for health psychology. Drawing on the wider "affective turn" in the social sciences, Cromby demonstrates the importance of theorising the sociality of thinking and feeling for fundamental health psychology conceptualisations. These theorisations might usefully be applied to key health psychology topics, such as social cogntion models, beliefs about adherence, medications, diagnoses, and illness perceptions. Cromby's approach to beliefs might also be beneficial for fostering a more contextual and culturally oriented health psychology, as well as a greater (and much needed) engagement with notions of embodiment. Cromby's arguments raise many questions for health psychology research practice and deserve close attention and consideration by health psychologists.