This module discusses the first of four challenges that persuaders often face: getting people to think that what you’re proposing is a good idea. Sometimes, the reason people aren’t already doing what you want is that they’re not yet convinced that they should—that is, they don’t have sufficiently positive attitudes. This module discusses some fundamental strategies for changing people’s attitudes.

Even if people have positive attitudes about what you’re proposing, social factors—what they think other people do or want them to do—might lead them to not do what you want. This module discusses several ways in which such social considerations might pose a challenge for persuaders—and discusses how to successfully influence such factors.

People can have positive attitudes about your advocated action, and all the social considerations can be lined up positively, but still people might not engage in the desired behavior—because they don’t think they can perform the action. That is, they think the behavior is too difficult, too hard to do, they lack the ability. This module discusses strategies for addressing that challenge—strategies for influencing perceived behavioral ability.