Martin is managing a production line in a manufacturing plant in the Midwest. Martin has a quality and productivity problem in one part of the manufacturing process. He discovers that his workers aren't sure what to do. When he asks why they didn't ask questions, the universal reply is, "We Midwesterners don't ask questions, we just do." Martin decides to address this problem by offering recognition rewards for the employee who asks the most job-related questions that lead to process improvements each month. Unfortunately, Martin finds the program doesn't work. When he further questions his workers, he discovers that no one wants to be the first to ask questions. As a group, workers still feel that they should figure it out on their own and not ask questions. Martin persuades Carmen, a worker everyone else admires, to be the first to ask questions as part of the program. After about a month, several other people begin to submit questions, and soon everyone in the plant is asking questions. Refer to Case 6.1. Martin's identification of Carmen is an example of using ____ to influence attitudes