Examlex
To understand how attitudes can change, it is necessary to understand that the characteristics which affect the persuasion process include:
Cognitive Dissonance
A psychological concept describing the discomfort felt when holding conflicting cognition, beliefs, or values, prompting individuals to seek consistency.
Festinger
Leon Festinger was a social psychologist known for the theory of cognitive dissonance, which describes the discomfort felt when holding conflicting beliefs or values.
Communicator
A person or device that conveys information or facilitates communication between parties.
Similarity
The state of being alike or sharing common features.
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