When attempting to change a behavior or attitude, you must consider the action forces that promote and inhibit the change you are pursuing. Most persuasion efforts focus on promoting forces by explaining why you should make the change being suggested: Eat this broccoli because it will make you strong. Invest in this company so you can make great future returns. Drive this car so you can impress a prospective romantic partner. Promoting forces represent the benefits, incentives, or avoided negative outcomes of enacting the change. Most advertising promotes change.
However, promoting forces are not always enough to effect change. You must consider the inhibiting or restraining forces that prevent someone from changing. In the broccoli battles I had, my kids understood very clearly the benefits of eating their greens and they were even excited by the elaborate rewards I concocted (e.g., each bite of broccoli translated to two bites of ice cream). However, they could not get beyond the texture and taste. These visceral responses prevented them from consuming the broccoli. With a little culinary cover up (e.g., dipping sauces and ice cream sprinkles), I was able to remove the restraining forces and achieve victory.
Failing to address inhibitory forces can actually decrease the likelihood of behavior change. People can get very frustrated if they desire the change you are promoting but can’t get beyond the forces restraining the behavior. For example, consider a typical campaign to get sedentary people to exercise more. The promoting arguments are clear and desirable – greater health, more energy, etc. However, the lack of time and potential pain that comes with new exercise regimens can prevent people from starting. People bombarded solely with promoting messages might begin to resent those trying to help them be healthy since they are unable or unwilling to exercise. A more complete and effective campaign would focus not only on the benefits of exercise, but one developing less strenuous and less time consuming workouts.