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Glossary A

Assimilation-contrast theory

- Assimilation-contrast theory : Assimilation-contrast theory refers to the idea advanced by Sherif and Hovland in the 1960s that a person’s current position serves as a point of reference in relation to an attempt to persuade, assimilating positions close to his or her own and contrasting (or rejecting) positions discrepant from his or her own
A list of books about the topic Assimilation-contrast theory

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