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Can persuasion effectively impact our attitudes towards social behaviours?…

- - - - Message: Effectiveness of the message one is conveying depends on factors such as the intensity of positive or negative emotions it conveys from the audience and whether statistics/facts are included.
      - Source: The source is the person/means by which the message is conveyed. For the source to effectively persuade someone of something, they need to be credible, trustworthy, an expert, attractive and likeable.
      - Audience: The target audience depends on the message that is being conveyed. It is important to know the features of an audience to understand how to best gain their attention and how to persuade them
    - - Central route: This route relies on the audience analysing the message logically. The message in this method of persuasion would use facts and statistics. This means that in order for attitudes to change from this method, the audience would need to be inquisitive, and attentive.
      - Peripheral route: This theory relies on peripheral cues which are pictures or verbal signals that try to catch the audiences attention by relating the message to something they already have a positive schema for. Not much thinking and evaluating is involved here.
    - - Direct experience: This method changes attitudes through the audience experiencing things first-hand. These attitudes formed through direct experiences are often stronger attitudes.
      - Indirect experience: The method of persuasion involves learning about an event, issue or object by being told by someone or reading and researching. Attitudes are then formed through this in a way which is far less personal . These attitudes are not as cemented and are likely to change because there is often not a lot of emotion attached to these attitudes.