When and why people are persuaded to change their attitudes? Prior research has shown many attitude characteristics, such as “certainty,” “ambivalence,” and “moral conviction,” that make people more or less susceptible to persuasion.
Newer research has continued to uncover the unique effects these variables have on whether or not people change their opinions. For example, different attitude characteristics have interactive effects, mere perception of particular characteristics shapes persuasion, and the reasons people have to be confident of their attitudes change how they engage with persuasive communications.
Dr. Andy Luttrell holds a Ph.D. in Social Psychology from Ohio State University, and he is currently an Assistant Professor of Psychological Science at Ball State University. His research focuses on attitude strength and opinion change over time.