They do not result from a rational examination of the issue. They are often linked to people"s values, so that trying to change them challenges those values. Behaviourally based attitudes attitude based primarily on observations of how one behaves toward an attitude object: self-perception theory, you don"t know how you feel until you see yourself behave. Theory of planned behaviour the best predictors of a person"s planned, deliberate behaviours are the person"s attitudes toward specific behaviours, subjective norms, and perceived behavioural control (their intention). Persuasive communication communication advocating a particular side of an issue: conditions in which people are most likely to be influenced by persuasive communictions (this 3 step influence is known as the yale. If an attitude is cognitive based the best way to change it is through rational arguments. If it is affectively based the best way to change it is through emotion. Use of subliminal messages to change attitudes.