Virtually every day we are bombarded by attempts to influence the way we think, feel, and act. Advertisers try to persuade us to buy their products and services. Politicians try to influence our votes, teachers, our intellect, and religious leaders, our moral behavior. Friends influence our style of dress, vocabulary, and taste in music. Our parents often shape many of our attitudes about right and wrong behavior. We often accept ideas and attitudes without realizing how much we are influenced by the persuasiveness of others.
How do people change our attitudes? What is it about human behavior that makes us either susceptible to persuasion or resistant to it?
