- Participants didn't anticipate being persuaded, thus they weren't aware that they were changing their own positions. When asked about their old beliefs, they simply thought of their current ones.
- In order to ease the conflict between their old and new perspectives, study subjects unconsciously integrated the two, so that it made sense.
- The high school participants may not have been emotionally invested in the bussing issue.
Creating a successful business requires effective persuasion. This study shows that great persuasion sometimes occurs when people don't expect it. This means that you should always be selling, you may persuade people when you least expect it. This is also a good argument for the potential power of tools such as Twitter and blogs. These new approaches can open doors for people who haven't thought about a new concept.
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