Summary and Keywords
Issues of attitudes and attitude change are the foundation of many social processes. Psychologists have long sought to understand people’s opinions and evaluations and many studies have sought to understand how, why, and when those attitudes change in the face of persuasive communication. Early persuasion research identified many variables that influence the effectiveness of persuasive messages. These variables include characteristics of the communicator, the recipient, and the message itself. Over the years, however, the evidence for these influences became rather mixed, prompting a new generation of persuasion psychologists to ask whether there was a sensible pattern underlying it.
This question ushered in several new approaches to thinking about persuasion. These “dual process” models proposed key moderators, identifying the conditions under which certain variables would and would not produce attitude change. A particularly influential model has been the Elaboration Likelihood Model (ELM), which proposed that the audience’s motivation and ability to think deeply about a persuasive message determines how much a given characteristic of that message will change the audience’s attitude. Other models, such as the Heuristic-Systematic Model (HSM), have contributed additional insights about the “when” and “why” of attitude change. In sum, these nuanced accounts of attitude change have been demonstrated time and again across cultures and topics of persuasion.
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