What is the term for the active attempt to change another person's attitudes or beliefs?

The term that describes the active attempt to change another person's attitudes or beliefs is persuasion. Persuasion involves using communication techniques to encourage individuals to adopt new perspectives, opinions, or behaviors in a non-coercive manner. This process often relies on logical arguments, emotional appeals, and credibility of the source to effectively sway someone's views.

Persuasion is essential in social psychology because it highlights the ways individuals can interact, communicate, and attempt to influence one another. It differs from coercion, which implies force or threats to attain compliance. While influence can refer to more general changes in thought or behavior without the intent of active change, persuasion specifically targets the objective of transforming attitudes or beliefs through deliberate efforts. Manipulation, on the other hand, often has a connotation of deceit or unethical tactics, which contrasts with the straightforward intention to persuade.