ABSTRACT
One common obstacle to the audience’s embracing the persuader’s advocated action or viewpoint is the audience’s current attitudes, that is, the audience’s general evaluations (of the advocated action, policy, product, and so on). For instance, low participation in recycling programmes might be the result of negative attitudes about recycling; in that case, a persuader who wants to encourage recycling would obviously be well advised to try to change those negative attitudes.
