Types of Attitude Change
Garry Oren identifies the type of attitude change (conversion, reinforcement, activation, or de-activation) as one of the pathos (characteristics of audience) principles of persuasion.
The four types of attitude change are illustrated below. Orren says that we tend to assume that conversion is always the goal. But this is often not plausible. One must ask which type of attitude change is most appropriate for the particular persuasion situation, and should have a strategic objective clearly in mind.
Type of Attitude Change
Change in Attitude
Opposing View > Your View
Your View Weakly> Your View
Not Sure > Your View
Opposing View > Not Sure
Orren recommends developing targeting strategies along the following lines:
Uncommitted and Uninvolved
Uncommitted and Involved
De-activate or Convert
Boundless.com, Overall Psychology of Your Audience: Values, Beliefs, Attitudes, and Needs, at https://www.boundless.com/communications/textbooks/boundless-communications-textbook/analyzing-the-audience-7/contextual-factors-to-consider-39/overall-psychology-of-your-audience-values-beliefs-attitudes-and-needs-172-8320/, accessed 23 January 2016.
Gary Orren, PowerPoint presentation in 2005 to the Mortgage Bankers Association, Persuasion: The Science and Art of Effective Communication, accessed 12 February 2016.
Normed topic and synthetic course with which the concept is primarily associated
Page created by: Ian Clark, last modified on 24 January 2016.
Image: Anthony Martinez, at http://web.calstatela.edu/faculty/jshindl/teaching/Martinez%20-%20ASP2011.htm, accessed 23 January 2016.