Persuasion: Motivational Factors Influencing Attitude Change

Source: William Brady & Jay Van Bavel—New York University

Decades of social psychological research sought to understand a fundamental question that pervades our social life including politics, marketing and public health; namely, how are people persuaded to change their attitudes towards an idea, ...

How someone can be persuaded to change their attitude towards another person, idea, or object depends on a number of key factors, including the source and content of the message.

For instance, expert sources with sound arguments are typically more persuasive?people are more likely to buy into the message. In particular, such information ai...