Does not fit most people s idea of persuasion where individual is led by messages. Social expectations Persuasive messages define the kind of behavior that is permitted and expected by members of a group. Get people to conform . Try to change behavior . Then called on to act on their accepted meanings.
Some beliefs are factual.
Focus on those that are affective. Persuasive messages can be designed to alter beliefs which will then modify behavior. Most persuasion research focuses on attitudes. Thought of as a broad topic, rather than a narrow concern. Attitudes Presumed to be long-lasting part of person s cognitive structure.