The intent of a speaker in a persuasive situation may not always be to produce attitude change; his ends may be better served by preventing attitude change. If, for example, poll data were to show a candidate significantly in front, the focus of his messages probably would be geared at maintaining his lead rather than lengthening it. His opponent, on the other hand, would be trying to whittle into the lead and would thus be primarily concerned about the amount of attitude change produced.
