Attitudes refer to one's evaluations of the social world: others, objects, and ideas. These overall evaluations can be positive, negative, or neutral, vary in their extremes, and be based on a variety of information (Tesser & Martin, 1996; Petty, Wheeler, & Tormala, 2003). A popular conceptualization of the attitude construct, the tripartite theory, holds that there are three main types of information on which attitudes can be based (Breckler, 1984; Rosenberg & Hovland, 1960; Zanna & Rempel, 1988): cognitions or beliefs , affections or feelings, actions or behaviors. As defined by Richard Perloff, persuasion is the process that shapes and shapes attitudes. It is through persuasion that changes in attitudes can occur. The two methods of achieving attitude change through persuasion that will be the main focus of this essay are: the Ingratiation and Bring it to the Face techniques. Factors that may inhibit their ability through cognition, feelings, and actions will be discussed. We will also address classes of independent variables examined by the Yale group that aid in persuasion such as message source, message, and message processing (page 124AAC). The fundamental component of the ingratiation technique is the level of sympathy that the target considers towards the persuader. . Through flattery or kindness, you can ingratiate yourself with your persuasive target before making the persuasive attempt, making the target more likely to change their attitude (Smith, Pruitt, & Carnevale, 1982page283textbookpage120/130AAC). Through this process it is possible to activate particular heuristics such as 'I agree with people I like' (page120chaiken et al.,ithinkAAC). While the Door-in-the-face technique involves the for...... middle of paper ......age142AAC). Furthermore, mood can also be used to infer how much cognitive effort a target should invest in a task, which can directly influence the target's decision to accept the second request for a door-to-face technique (page 147AACMartin, Ward, Achee, & Wyer, 1993). A person who feels bad, for example, may perceive a situation as problematic or threatening, which may motivate him to invest considerable effort in crafting the message which, especially if the persuasive goal is counter-attitudinal, weak, mismatched or perceived as useful in 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