| attitude | A belief and feeling that can predispose our response to something or someone.
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| cognitive dissonance theory | Tension that arises when one is simultaneously aware of two inconsistent cognitions. For example, dissonance may occur when we realize that we have, with little justification, acted contrary to our attitudes or made a decision favoring one alternative despite reasons for favoring another.
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| foot-in-the-door phenomenon | The tendency for people who have first agreed to a small request to comply later with a larger request.
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| low-ball technique | A tactic for getting people to agree to something. People who agree to an initial request will often still comply when the requester ups the ante. People who receive only the costly request are less likely to comply with it.
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| role | A set of norms that defines how people in a given social position ought to behave.
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| self-perception theory | The theory that when we are unsure of our attitudes, we infer them much as would someone observing us—by looking at our behavior and the circumstances under which it occurs.
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