Page 5 - LN 2_Attitude and Social Cognition

✓ Whether the message contains a rational or an emotional appeal, also makes
a difference.
✓ The motives activated by the message also determine attitude change.
✓ The mode of spreading the message plays a significant role.

d) Target characteristics :

Qualities of the target, such as persuasibility, strong prejudices, self-esteem,
and intelligence influence the likelihood and extent of attitude change