Persuasion and Attitude Change
To understand how attitudes can change, it is necessary to understand the process of persuasion. The days of command-and-control management, in which executives simply told employees what do to, are long gone. Modern managers must be skilled in the art of persuasion.47
Through persuasion, one individual (the source) tries to change the attitude of another person (the target). Certain characteristics of the source, target, and message affect the persuasion process. There are also two cognitive routes to persuasion.