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Cognitive dissonance refers to the uncomfortable tension that comes from holding two conflicting thoughts at the same time, or from engaging in behavior contrary to one's beliefs. A common way to reduce dissonance is by changing attitudes or behaviors to be more in line with each other.

Self-perception theory posits that people determine their attitudes by observing their own behavior and concluding what attitudes must have caused it, especially when attitudes are weak or ambiguous. This implies that sometimes actions precede attitudes.

The Theory of Planned Behavior suggests that people's behavior is determined by their intention to perform the behavior, which is in turn influenced by their attitudes toward the behavior, subjective norms, and perceived behavioral control.

Attitude accessibility refers to how easily an attitude can be activated from memory. The more accessible an attitude is, the more likely it is to predict behavior, because it can be triggered more rapidly and with less effort.

The Elaboration Likelihood Model (ELM) suggests there are two pathways to persuading someone - the central route, which involves careful and thoughtful consideration of the true merits of the information presented, and the peripheral route, which relies on superficial cues. Attitudes changed via the central route are more likely to influence behavior and persist over time.

The Foot-in-the-Door technique is a persuasion strategy whereby agreeing to a small request increases the likelihood of agreeing to a subsequent, larger request. It's believed that individuals seek to maintain internal consistency, and changing behavior in a small way can lead to a change in attitude.

Engaging in role-playing can lead to actual changes in attitudes and behaviors. When individuals act out a role, especially over time, they may begin to adopt the attitudes and beliefs that align with the role due to cognitive dissonance reduction and self-perception processes.

Persuasive communication is the process by which a message induces change in beliefs, attitudes, or behaviors. Effective persuasive messages often align with the audience's pre-existing attitudes and cultural norms and are more likely to induce behavioral change.

Cognitive consistency theories, such as Balance Theory and Congruity Theory, suggest that individuals are motivated to maintain consistency among their cognitions (beliefs, attitudes, and behaviors). Inconsistencies can result in psychological discomfort, which can lead people to change their attitudes or behaviors to restore balance.