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Festinger
Leon Festinger, a psychologist known for the theory of cognitive dissonance, which describes the discomfort felt when one's beliefs are inconsistent with one's behaviors.
Central Route
In the context of persuasion, this refers to a pathway where individuals are influenced by the content and quality of the message, leading to lasting attitude change.
Peripheral Route
A method of persuasion that involves passive agreement without active thinking, typically influenced by external cues such as the speaker's attractiveness or credibility.
Fact-Based
Relating to information that is supported by factual evidence.
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