We provide a list of issues that need to be addressed to make inferences more defensible, including the consideration of (i) data limitations and the comparability of data sets; (ii)
alternative mechanisms for change; (iii) appropriate response variables; (iv) a suitable model for the process under study; (v) temporal autocorrelation; (vi) spatial autocorrelation and patterns; and (vii) the reporting of rates of change.
However, the extent of this
change is significantly modified by a wide range of social and personal variables such as the functions that are being served
for the individual by the attitudes in question; the satisfaction the individual derives from existing attitudes; the strength of existing defense
mechanisms and group pressures surrounding those attitudes; patterns of reinforcement
for similar attitudes in the past; other
alternatives available to the viewer; and the current psychological state of the viewer.