Attitude Can be Changed by Persuasion

Formation and change of attitude are not two separate things, they are interwoven. People are always adopting, modifying, and relinquishing attitudes to fit there everchanging needs and interests. Attitude cannot be changed by simple education. Acceptance of new attitudes depends on who is presenting the knowledge, how it is presented, how the person is perceived, the credibility of the communicator, and the conditions by which the knowledge was received

1. Attitudes can be changed through persuasion. The celebrated work of Carl Hovland, at Yale University in the 1950s and 1960s, helped to advance knowledge of persuasion. In Hovland's view, we should understand attitude change as a response to communication. He and his colleagues did experimental research into the factors that can affect the persuasiveness of a message:
   
2. Target Characteristics: These are characteristics that refer to the person who receives and processes a message. One such trait is intelligence - it seems that more intelligent people are less easily persuaded by one-sided messages. Another variable that has been studied in this category is self-esteem. Although it is sometimes thought that those higher in self-esteem are less easily persuaded, there is some evidence that the relationship between self-esteem and persuasibility is actually curvilinear, with people of moderate self-esteem being more easily persuaded than both those of high and low self-esteem levels (Rhodes & Woods, 1992). The mind frame and mood of the target also plays a role in this process.


3. Source Characteristics : The major source characteristics are expertise, trustworthiness and interpersonal attraction or attractiveness. The credibility of a perceived message has been found to be a key variable here (Hovland & Weiss, 1951); if one reads a report about health and believes it came from a professional medical journal, one may be more easily persuaded than if one believes it is from a popular newspaper. Some psychologists have debated whether this is a long-lasting effect and Hovland and Weiss (1951) found the effect of telling people that a message came from a credible source disappeared after several weeks (the so-called "sleeper effect"). Whether there is a sleeper effect is controversial. Received wisdom is that if people are informed of the source of a message before hearing it, there is less likelihood of a sleeper effect than if they are told a message and then told its source.


4. Message Characteristics : The nature of the message plays a role in persuasion. Sometimes presenting both sides of a story is useful to help change attitudes.

Cognitive Routes :

A message can appeal to an individual's cognitive evaluation to help change an attitude. In the central route to persuasion the individual is presented with the data and motivated to evaluate the data and arrive at an attitude changing conclusion. In the peripheral route to attitude change, the individual is encouraged to not look at the content but at the source. This is commonly seen in modern advertisements that feature celebrities. In some cases, physician, doctors or experts are used. In other cases film stars are used for their attractiveness.

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What can we do to change attitudes?

• In order to produce change a suggestion for change must be reviewed and accepted.
  Reception and acceptance are more likely to occur where the suggestion meets existing personality need or desires.


• The suggestion is more likely to be accepted if:
  a. It is in harmony with valued group norms an loyalties.
  b. The source of the message is perceived as trustworthy or expert.
  c. The message follows certain rules of 'rhetoric' regarding order, presentation, organization of content, nature of appeal, etc.
  
• A suggestion carried by mass media plus face-to-face reinforcement is more likely to be accepted than a suggestion carried by either one of these alone, other things being equal.
  Change in attitude is more likely to occur if the suggestion is accompanied by change in other factors underlying belief and attitude