Abstract
Increasing political polarization in the United States and worldwide necessitates understanding of the key factors that can help shift different political groups' attitudes and behaviors regarding vital issues. In this article, we provide a systematic review of the research literature on political ideology and persuasion. By organizing the literature at three levels (self, social, and system), we propose an organizing framework for thinking about various persuasive factors that can encourage attitude and behavior change among conservatives and liberals. Our review highlights that considering the three levels at which persuasion operates can guide future theory and research, as well as provide practical tools for marketers and policymakers wishing to decrease ideological extremity and foster attitude and behavior change across both sides of the political divide.