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Cognitive Dissonance
A psychological phenomenon where there is discomfort or mental conflict due to holding contradictory beliefs or attitudes, leading to an internal push for resolution.
Social Judgment Theory
A theory that explains how individuals perceive and evaluate a communication message against their existing attitudes, influencing persuasion and attitude change.
Rejection-Then-Retreat Approach
A persuasive technique where an initial, larger request is made knowing it will be rejected, followed by a smaller, more reasonable request.
Reciprocity/Obligation Approach
A social exchange theory suggesting that individuals feel compelled to return favors or help to those who have aided them.
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