When it comes to designing a persuasive message, the authors assert that "It is best to fight fire with fire." By this, they mean that

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The authors recommend that the type of message appeal should match the basis of the attitude. For example, using emotional appeals may be more effective for attitudes that are based on emotions, while using logical appeals may be more effective for attitudes that are based on facts and reasoning. This can be seen as "fighting fire with fire" because it involves using a similar approach to the one that formed the attitude in the first place.

When It Comes to Designing a Persuasive Message, the Authors