Participants then had to write a counterattitudinal essays in which they wrote reasons for supporting the tuition increase.

Self-affirmed participants evidence less attitude change on the topic after writing the counterattitudinal essay.

Prior attitudes and language intensity as predictors of message style and attitude change following counterattitudinal advocacy.

Anticipatory shifts occur when individuals merely expecting to hear a counterattitudinal communication, will then change their attitudes in the direction of the anticipated message.

Counterattitudinal role playing has generally come to be accepted as a more efficacious technique of attitude change; while issue importance has generally pertained to the social significance and personal value of an attitudinal object.

Corresponding to similar patterns found in animal learning, the theory predicts that implicit evaluations tend to reflect the valence of counterattitudinal information only in the context in which this information was learned, and the valence of initial experiences in any other context.