Changing an established attitude is often more difficult than forming one, especially if the attitude is strong or long-held. Key theories explain how this shift happens:
Attitude research has shifted from a narrow focus on micro-processes to a of how individuals evaluate their world. Broadly defined, an attitude is a summary evaluation of an "object of thought"—ranging from concrete items like a new restaurant to abstract concepts like equality. The Anatomy of an Attitude Attitudes and Attitude Change
Persuasion via surface cues, like a celebrity endorsement or a catchy jingle. Changing an established attitude is often more difficult