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Even if people have positive attitudes about what you鈥檙e proposing, social factors鈥攚hat they think other people do or want them to do鈥攎ight lead them to not do what you want. This module discusses several ways in which such social considerations might pose a challenge for persuaders鈥攁nd discusses how to successfully influence such factors.

People can have positive attitudes about your advocated action, and all the social considerations can be lined up positively, but still people might not engage in the desired behavior鈥攂ecause they don鈥檛 think they can perform the action. That is, they think the behavior is too difficult, too hard to do, they lack the ability. This module discusses strategies for addressing that challenge鈥攕trategies for influencing perceived behavioral ability.

Even when people already have the desired positive attitudes, positive social factors, and high perceived ability to perform the behavior鈥攖hat is, even when they intend to engage in the behavior you want鈥攅ven then they might fail to do so. When people have the intentions you want but aren鈥檛 acting on them, then the challenge is to get people to convert those intentions into actions. This module discusses several strategies that can encourage people to do that.