Environmental evaluation research is one of the larger areas of activity within environmental psychology. Several of the theoretical and methodological distinctions made ill this area present researchers with key choices regarding how to carry out their research. This paper discusses some of these distinctions, which can be and have been construed as presenting dilemmas that researchers must face. A multiplistic approach is then proposed, an approach that reflects a choice to view the various distinctions, not as dilemmas, but as opportunities for much needed syntheses. From the theoretical point of view, the main distinctions have to do with the emphasis on the affective versus the cognitive component of evaluation, on evolutionary versus cultural accounts of environmental preference, and on the use of informational versus content variables for characterizing environments. From the methodological point of view, one of the more common dilemmas researchers face has to do with the distinction between quantitative versus qualitative methods. A distinction between basic and applied research has both theoretical and methodological implications. The present state of environmental evaluation research is such that a multiplistic approach is needed, one that recognizes the roles of both affective and cognitive variables, the merits of both qualitative and quantitative methods, the contributions of both cultural and evolutionary accounts, and so forth. Elaboration of a multiplistic approach is provided with reference to landscape perception research carried out by the author.