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As these quotations illustrate, social scientists have offered both optimistic and pessimistic assessments of the utility of persuasion-based interventions for addressing the current AIDS crisis. To what extent can persuasion-based interventions via the mass media and other channels be effective in stopping the spread of AIDS? Our own view is that appropriately designed persuasive communications and interventions can be effective. Our goal in this chapter is to highlight the dominant social psychological approaches to attitude and behavior change in an attempt to summarize basic theory and research on persuasion that is of potential relevance to AlDS prevention. An appreciation of current thinking regarding the basic mechanisms by which persuasion is achieved should enhance the likelihood of selecting appropriate intervention strategies for preventing the spread of AIDS. Furthermore, an understanding of the psychological processes underlying social influence may help guard against either overly optimistic or pessimistic