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What is Persuasion, ↑ lattitude of acceptance can becom new anchor position, Attitude-Behavior Consisitency studies have shown that Attitudes, ability to process information, Attitude-Behavior Consisitency variables personal experience (owned), Maintenance/Counter-Conversion is basically preaching to the choir, free-choice so tools are logic, innoculation is presenting a weakened argument for opposing viewpoint that is then ridiculed or said to be dumb. Has to be done early - before counter- argument exposure is significant., preaching to the choir serves to inspire, energize, and reinforce preexisting attitudes, Persuasion defined as communication process of converting, modifying, or maintaining the attitudes, beliefs, or behaviors of others., motivation such as personal impact