Change through paradox: using self-verification to alter beliefs

Past research has shown that conventional strategies of persuasion tend to be ineffective against people who are highly certain of their beliefs. To change the beliefs of such individuals, we devised a paradoxical strategy that consisted of posing superattitudinal leading questions (questions that encouraged respondents to make statements that were consistent with, but more extreme than, their own viewpoints). We expected that individuals who were high in belief certainty would resist such questions and, therefore, change their beliefs in the opposite direction. To test this reasoning, we used either a conventional or a paradoxical strategy to change people's beliefs about women's roles. As suggested by earlier research, the conventional strategy was effective in changing the beliefs of targets who were low in belief certainty only. In contrast, the paradoxical strategy was effective in changing the beliefs of targets who were high in belief certainty only. A follow-up investigation replicated this effect and indicated that paradoxical injunctions change people's positions on belief dimensions rather than their perception of the dimension itself. The implications of these findings for an understanding of the interpersonal mechanisms that generate stability and change in people's beliefs are discussed.