|Abstract||Previous theory and research shows that people can change unwanted attitudes cognitively, either by epistemic strategies (altering the perceived valence of the attitude object's attributes) or by teleologic strategies (altering the accessibility of the attitude object's attributes). Although epistemic and teleologic strategies of self-persuasion have been shown to be equally effective for immediate change, no empirical tests have shown one method to provide attitude change that is either longer lasting or less susceptible to further change compared to the other. The present research tested whether preference for epistemic versus teleologic strategies leads to new attitudes that are more persistent (Experiment 1) or resistant (Experiment 2) to change. The resistance hypothesis (in Experiment 2) was supported, but more for individuals low than high in self-control. Reasons for these discrepancies are discussed.