5.2. FINDINGS FROM ATTITUDE RESEARCH
There are many experimental findings about attitude change; for further reading see Triandis (1971) and Cialdini (1985). We will summarize a few that may be of special interest to managers.
5.2.1. Sources
What kinds of sources are most effective? Those sources that the audience trusts most and finds most attractive and most similar to itself. It is good to use a source that has high credibility with the particular audience.
5.2.1.1.
5.2.1.1.1. Message
What kind of a message is best? Here we need to consider whether we are going to have the greatest difficulties changing the audience at the level of attention, comprehension, yielding, remembering, or action. If the level of attention is the weak spot, ...
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