Research studies in teacher education have focussed on the outcomes of preparatory programmes. Less attention has been paid to the processes through which professional learning is acquired. This article argues that the study of attitudes and persuasion is very important in teacher education. The elaboration likelihood model (ELM) of persuasion provides an integrative framework to analyze empirical evidence from a five-year study, conducted in the Republic of Ireland, which presents findings from an in-depth survey of 2348 respondents. This model highlights many salient issues that teacher educators should consider when engaged in programme development, delivery and evaluation. (Contains 8 tables and 4 figures.)