Attitude Functions in Persuasion: Matching, Involvement, Self-Affirmation, and Hierarchy

In years gone by, people made it common practice to arrange marriages on the basis of financial security. Some still try to ply finances as a means to marital bliss: We have a friend who once received an offer of marriage from a boyfriend who said that he had money and they would want for nothing. Yet, because he did not say he loved her, and she had no need for money, she refused his offer. Love was the only reason she would marry. This story illustrates the importance of attitude functions in persuasion. A reason was offered for why the marriage should take place, but it did not match the recipient's most important motivations, causing her to reject the proposal. As it is in relationships, so it may be in life more generally. To be effective at winning someone's agreement or support, it may be imperative to consider the motives that are important to the person.