Changing Attitudes through Persuasion

Optimistically, one individual views gym time as a means to a more toned frame. If, at a certain point, he learns that working out at the gym has health advantages beyond just aesthetic ones, he is likely to develop a stronger preference for it and dedicate more time to it. Here, the upbeat mood picked up momentum. One term for this is adopting a stance that is in harmony with one's values. Just as extravagance tends to garner unfavorable reactions from the public, so too does wastefulness. However, if they run into an unequal distribution of resources wherein they require more cash than they have saved, they despise the habit of wasteful spending. This awful encounter has reinforced their already unfavorable outlook on ostentation. They begin setting aside more cash than before. A bad attitude evolved into a more unfavorable one, indicating a corresponding attitude shift.

Changing Attitudes through Persuasion

Numerous studies have shown that exposure to advertising may alter one's perspective. It was in the 1970s that the Reynolds Organization began running television commercials using Joe Camel, a mascot for its Camel line of cigarettes. The brand quickly became the market leader in the oneth market. Positive results through influence are possible, nevertheless. For example, study literature shows that pro initiatives in the mainstream press generally lead to decreased teen and older smoke rates. Contributions to charity, donating blood, and other pro-social actions, may all be prompted with a little bit of persuasive prodding.

Guidance by Attitude

When studying attitudes, social psychologists focus heavily on how those views are expressed via actions. Our actions often mirror our thoughts and feelings because it is natural for the ABCs of one's emotions to remain at least somewhat constant. If one thinks highly of Cheerios and feels favorably toward these, it then stands to reason that one will be more inclined to purchase them than Frosted Flakes the next time one goes grocery shopping. The probability that one will choose Frosted Flakes over the other breakfast will also improve if I can influence one's attitude about it. In this way, attitude constancy suggests how one's emotions will dictate our actions. Attitudes indicated on ego questionnaires do influence behavior, and conceptual have revealed a large positive connection between the specific parts and views, lending credence to this theory. Attitudes and behaviors seem to go hand in hand in most cases, but there are circumstances, individuals, and perspectives where this correlation is more pronounced. It may not come as a surprise to learn that strong attitudes, in the sense of being stated swiftly and decisively, predict future human conduct more than those that do weak perceptions.

Factors of Changing Attitudes through Persuasion

It includes

Effect of Good Communicators

To be persuasive, we need to attract the attention of our target audience, convey our particular message, and guarantee that our audience interprets it in the manner we want. To achieve these ends, persuasive communicators must be aware of their approaches' cerebral, emotional, and behavioral dimensions. In designing to convince someone, one needs to know what drives them, what they want, and what they hope to achieve. Studies have shown that an identical message presented by a more charismatic speaker has a greater impact. Generally speaking, broadcasters are more successful when they make their audiences feel better about themselves and whenever they play to identity. For example, beautiful presenters are often more persuasive than their less appealing counterparts. The message of a handsome communication is more likely to be accepted because we have a more favorable impression of the promoted product and are in a better frame of mind to receive it. We are more inclined to react to communication that provides us with anything personally useful, as many participants add free presents, such as mailing stamps or little toys, into their pleas for charity contributions.

Effective Methods of Communication

Next, we will decide what kind of communication to have our newly selected communicators give. Either behavioral theories or marketers are so naive as to believe that a positive message alone will be enough. To be successful, a word has to be heard, processed, accepted, and integrated into the recipient's sense of identity. For this reason, we work hard to hire responsibilities to deliver our commercials, but also why we shape our messages to influence audiences in the ways we desire.

Methods of Transmitting Texts

We often digest information on the fly because we are constantly inundated with persuasive messages and lack the time, skills, or desire to give each message the attention it deserves. The likeability or beauty of the communicators or the music in the commercial's background is two insignificant advertising features that may sway us in these situations. If the messenger is endearing, the advertiser's music lifts our spirits, or it seems well-liked by many around each other, we may take their word for it without giving it much thought. In these situations, we participate in "sudden message analysis," wherein we embrace an effort at persuasion because we pay considerable attention to the evident or pleasurable aspects of the message.

Chain of Command of Message

The purpose of every advertisement is to influence the recipient to form favorable opinions and perceptions about just the attitude being promoted. One of the goals of this communication is to highlight the good aspects of the item while minimizing the unfavorable ones.


The use of warnings and immunizations has the risk of backfiring. We may react emotionally, reject the persuading effort, and even go in the other direction if we believe that someone, such as an individual who holds authority over us, is seeking to take back our rights to make our judgments. Maybe one recalls a moment when one thought one's parents or a higher authority placed too much strain on one, as well as one acted out in defiance.

Updated on: 23-Dec-2022


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