Although past theory and research point to the importance of understanding deliberate self-persuasion (i.e., deliberate self-induced attitude change), there have been no empirical and theoretical efforts to model this process. This article proposes a new model to help understand the process, while comparing the process of deliberate self-persuasion with relevant theory and research. The core feature of this model is a distinction between epistemic processes, which involve attempting to form new valid attitudes, and teleologic processes, which involve self-induced attitude change but with minimal concerns for validity. The epistemic processes employ tactics of reinterpretation, reattribution, reintegration, retesting, changing comparators, and changing dimensions of comparison. The teleologic processes include suppression, preemption, distraction, and concentration. By mapping these processes, this model helps to generate many novel and testable hypotheses about the use of deliberate self-persuasion to cope with ambivalent attitudes.
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