Persuasion and Attitude Change

Persuasion and Attitude Change

Formation and change of attitude are not two separate things - they are interwoven.
People are always adopting, modifying or relinquishing attitudes to fit their everchanging
needs and interests. Acceptance of new attitudes depends on who is the
communicator, how the communication is presented, how the communication is
perceived by the message receiver, the credibility of the communicator, and the
conditions under which the knowledge was received.

Attitudes change when:

1. A person receives new information from others or media - Cognitive change
2. Through direct experience with the attitude object - Affective change
Force a person to behave in a way different than normal - Behavioral change
Attitudes change, based on how a person perceives the communication and the
communicator. Less committed people will change ideas more frequently. Attitude
change also has to do with other personality characteristics such as susceptibility to
persuasion, intelligence, readiness to accept change, etc. People are more likely to
accept information if they feel the communicator has no intent to change our attitudes
and opinions.

The Good, the Bad and the Ugly Influence

The outcomes of persuasion could be good, bad or ugly depending on the modes of
tactics and contexts in which they are employed:
• Ugly influencers push and shove others into decisions. They use intimidation:
“My way or no way.” Their style leaves others feeling powerless and resistant to
innovation or change.
• Bad influencers might work hard to achieve legitimate and desirable goals, but
lack the skills to influence effectively. “Do what I say and not what I do.” This
person renders himself unbelievable, provides no model for what should or could
be, and is unable to show others how change will benefit them. Their style causes
people to feel they are being punished or cutting through red tape, all to please
someone who appears ineffective.
• Good influencers get people to focus on an issue that is clearly and simply
stated, finds out what the emotional value of the issue is to the people involved,
and seeks solutions that satisfy the people who are needed to make the solution
work. Their style is to “walk the talk” because what they say is congruent with
what they do. Good influencers are effective because they create trust, which
enables others to take risks. Their habit of communicating, informing and
including others builds loyalty.