Konrad Becker Files – Persuasive Internalization

An attempt to win “the heart and mind” of the target is defined as persuasion. Although persuasion is demanding, because it needs to induce attitude change, which entails affective emotion-based change, its effects are more sustainable as the target accepts and internalizes the advocacy. There is an interesting reverse-incentive effect regarding internalization of advocacy, where lower incentive for compliance favors a higher internalization and therefore a higher potential for adaptive change. Paradoxically, people will show more attitude change when they are given smaller rewards for performing behaviors than when they are given larger incentives and rewards.

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