There are countless ways in which vested others (e.g., corporations, politicians, industries) try to change our attitudes toward a variety of issues or products. For example, advertising agencies attempt to persuade consumers to purchase certain products through the use of large, expensive advertisements. Politicians often try to persuade citizens that changing their attitude toward a political issue is in the citizen’s best interest. Changing an attitude toward a particular issue can affect a person’s behavior. However, changing attitudes is not easy. The process of attitude change is complicated and can occur through multiple direct or indirect routes. Consider someone who needs to change his or her attitude toward a health-related issue in order to improve his or her own health. How challenging might this task be, and what are some implications if they do not change their attitude?
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