William J. McGuire

William J. McGuire was a prominent psychologist known for his research on attitude change and persuasion. He studied how people develop, maintain, and sometimes alter their attitudes and beliefs, using scientific approaches to understand these psychological processes. His work helped explain factors that influence why individuals believe certain ideas and how messages can be designed to be more persuasive. McGuire’s insights are foundational in fields like advertising, public health, and communication, offering a deeper understanding of human motivation and the mechanisms behind attitude change, all grounded in rigorous research.