Festinger and his colleagues discovered that the most effective way to change people's attitudes about something was to

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Festinger and his colleagues found that the most effective way to change people's attitudes about something was to get them to publicly express a contrary attitude for a small reward. This concept is known as cognitive dissonance. By publicly expressing a different opinion, individuals may begin to internalize and believe that opinion, which can lead to a shift in their attitudes.

Festinger and His Colleagues Discovered That the Most Effective Way