People will not believe any message that contradicts their attitudes and existing opinions, unless the communicator introduces information that makes them question their beliefs. This concept is based on the psychological theory of

cognitive dissonance.

media uses.

diffusion.

adoptioi

This concept is based on the psychological theory of cognitive dissonance.

Explanation:

People try to remain in a state of cognitive consistency so that they can function mentally in the real world. Cognitive consistency happens when our beliefs and behaviors are in harmony. Cognitive dissonance, on the other hand, happens when we are introduced to knowledge that imbalances that harmony, that is, when we feel that our beliefs and attitudes are in conflict due to the new information we've received. When that takes place, we are driven to reduce the mental discomfort and restore balance. That can make us more likely to change our minds - having our beliefs questioned.