Attitudes refer to one's evaluation of the social world: other people, objects and ideas. These overall evaluations can be positive, negative, or neutral, vary in their extremity, and be based on varying information (Tesser & Martin, 1996; Petty, Wheeler, & Tormala, 2003). A popular conceptualization of the concept of attitude, tripartite theory, holds that there are three main types of information on which attitudes can be based (Breckler, 1984; Rosenberg and Hovland, 1960; Zanna and Rempel, 1988): cognitions or beliefs, affects or feelings, and actions or behavior. As defined by Richard Perloff, persuasion is the process that shapes and shapes attitudes. It is through persuasion that changes in attitude can occur. The two methods for achieving attitude change through persuasion which will be the focus of this essay are: ingratiation and door-to-door techniques. Factors that could inhibit their cognitive, emotional abilities and actions will be discussed. Classes of independent variables examined by the Yale group that aid persuasion, such as message source, message, and message processing (page 124AAC), are also discussed. The fundamental element of the ingratiation technique is the level of sympathy the target considers toward the persuader. . Through flattery or kindness, one can curry favor with one's persuasive target before making the persuasion attempt, which makes the target more likely to change their attitude (Smith, Pruitt and Carnevale, 1982 page 283, page 120/130AAC). Through this process, it is possible to activate particular heuristics such as “I agree with the people I like” (page 120chaiken et al., ithinkAAC). While the Door-in-the-face technique involves the par...... middle of paper ......age142AAC). Additionally, mood can also be used to infer the cognitive effort a target should invest in a task, which can directly influence the target's decision to accept the second request of a door-to-door technique. -face (page 147AACMartin, Ward, Achee, and Wyer, 1993). A person who feels bad, for example, may perceive a situation as problematic or threatening, which may motivate them to invest considerable effort in processing the message which, especially if the persuasive goal is contrary to the attitude, weak , unsuitable or perceived as serving the interest of the persuader, will inhibit the persuasion of both techniques. On the other hand, a person who feels happy is more likely to rely on a salient peripheral signal. Therefore, unattractiveness may play an even greater role in inhibiting persuasion. (Schwarz, 1993; Bless and Schwarz, 1999) page 147AAC