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it is more powerful if they dedicate to their position and their beliefs, attitudes and behaviours

consistency could be counter productive if they don't have some flexibility int heir beliefs, attitudes and behaviours

all three of the factors above make people think about the topic. this is what can change peoples beliefs, attitudes and behaviours

the process by which individuals and groups change each others attitudes and behaviours

this occurs when whole societies rather than just individuals, adopt new attitudes, beliefs and behaviours