Individual differences in using epistemic and teleologic strategies for deliberate self-persuasion

Some theorists have suggested that people can change their own attitudes simply by thinking differently about the attitude object. Maio and Thomas (2007) identified two distinct types of cognitive strategies for such deliberate self-persuasion. Epistemic strategies involve re-conceptualizing the attitude object’s known shortcomings in a more positive light. Teleologic strategies involve altering the accessibility of thoughts about those shortcomings. The present research showed that people can be taught to use these strategies effectively, but that the benefits are moderated by individual differences. Both epistemic and teleologic strategies are more effective for individuals high than low in need for cognition, and teleologic strategies are less effective than epistemic strategies for individuals low than high in self-control. The results show how Maio and Thomas’ (2007) strategies might be applied to important current attitudes, and extend knowledge of two important individual difference constructs.