if you want people to develop a favorable (or even neutral) attitude toward something that you know they will find unfavorable, you can “desensitize” your message by gradually habituating that message. This technique will be even more effective if: (1) the changes occur in small and gradual increments, (2) your target can’t perform a side-by-side comparison, (3) your target isn’t expecting any changes to occur, or (4) you combine the unfavorable stimulus with a pleasant stimulus
