The “contrasting viewpoints” method is defined as “the thorough examination of value judgments and belief structures as well as the empirical evidence involved in a particular controversial issue.” The purpose of this method is to create more informed participants by the end of the educational activity. By placing agricultural extension agents in an educational program about animal welfare, this method was used. One group was exposed to the treatment, while another was not. The results of the study indicated that the “Where’s the beef/Here’s the beef” training program increased subject matter knowledge and changed the attitudes of those who participated. It is inferred that this treatment was likely to contribute to attitude moderation in the exposed individuals, that is, they will be more resistant to persuasion from either extreme in the future (inoculation theory). This implies that those who feel strongly about a particular issue could potentially have their attitudes moderated by a one-hour exposure to such a program.

In sum, the contrasting viewpoints method can be a tool that allows participants to thoroughly investigate their beliefs and attitudes toward a particular issue while at the same time educating about a particular issue.