Abstract

Life is replete with messages that have persuasive intent and seemingly always has been. Modern politicians persuade voters to support them. Advertisers target mass-market segments who will buy their products. Spammers send the masses unrelenting barrages of unwanted promotions. In science, scholars craft their manuscripts’ arguments to induce acceptance of their reported evidence on the topic. These examples merely touch the surface of communication and attitude change. Messages may meet with responses ranging from enthusiastic embrace to vehement resistance. Even when people are unaware of changing their attitudes, others’ communications may induce subtle shifts in related cognitions.