ABSTRACT

Some of these one-process theories were cast as general models of attitude change and suggested that the postulated mechanism was universally responsible for persuasion. Other theories acknowledged that the postulated process was more likely to operate under some conditions than others (e.g. dissonance was more likely for important attitudes), but little typically was said about whether attitude change would occur under conditions where the theory was not expected to operate, and if so, what process(es) would be responsible for attitude change under those circumstances.