Abstract

This article explains how data associated with attitude change and persuasion in mainstream psychology and social psychology can be reinterpreted as evidence of the agentive ability of taking a position. A critical review is made of the elaboration likelihood model and a position model is adapted from positioning theory. The postulates of the elaboration likelihood model are then subjected to critical scrutiny by means of comparison with our position model. In this way regularities associated with attitude change and persuasion are interpreted as evidence of a deliberative process, involving negotiation and the use of supporting and opposing arguments. We present this as evidence of the commonly held agentive ability to position oneself and anticipate the positions of others.