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Describe balance theory and how it can be used to explain the effectiveness of celebrity endorsers in changing consumers' attitudes.
Genes
Units of heredity made up of DNA that encode the instructions for building and maintaining an organism.
Heredity
The transmission of physical or mental characteristics from one generation to the next through genetics.
Behavior Genetics
The study of how genetic and environmental factors influence individual differences in behavior.
Epigenetic Molecules
Chemical compounds that can modify the activity of genes without altering the DNA sequence, playing a critical role in gene expression and regulation.
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