Success in persuasion depends on the source (credibility), the message (strength and logic), the channel (medium used), and the audience (openness and existing beliefs). Contemporary Contexts
Changing an established attitude is often more difficult than forming one, especially if the attitude is strong or long-held. Key theories explain how this shift happens:
Persuasion via logical reasoning and high-effort thinking. This leads to more enduring change.
Observing and imitating the views of parents, peers, and role models.