Attitudes & Persuasion
What does it take to change hearts and minds? What types of messaging can alter people’s beliefs and spur positive action? Annenberg School scholars consider the mental processes behind decision-making and the types of communications that can effectively sway people.
Photo credit: Miguel Henriques / Unsplash
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What Makes Messages Persuasive?
PIK Professor Dolores Albarracín and Penn Psychology doctoral student Yubo Zhou studied the relative persuasive impact of messages expressing attitudes, describing behaviors, or combining both.
