Induced compliance paradigm: investigates dissonance that results from counterattitudinal behaviour: induce participants to behave in a way that is inconsistent with their attitudes, to reduce dissonance, participants often change their attitude in the direction of their behaviour. boring task told to tell someone that task is fun; rated tasks as pretty fun. uni students writing about increasing tuition later claim to want an increase. People who argue for something that will benefit them personally are not reliable sources of information . Long and detailed messages are probably based on lots of good evidence . soft sell: use of emotions, symbols, or images: systematic-heuristic model: systematic processing: people think carefully about the arguments in a message. heuristic processing: people rely on heuristics: elaboration likelihood model: central route to persuasion: attitude change results from a careful analysis of the information in the message.