As a psychology undergrad, I studied many theories. But this concept is fascinating:
Cognitive dissonance is a theory of human motivation that asserts that it is psychologically uncomfortable to hold contradictory cognitions. The theory is that dissonance, being unpleasant, motivates a person to change his cognition, attitude, or behavior.
I live in a red state. One of the reddest of the red. My goal is to induce cognitive dissonance among those not on the left side of the fence and cause them to do one of three things to resolve it:
One may try to change one or more of the beliefs, opinions, or behaviors involved in the dissonance
One may try to acquire new information or beliefs that will increase the existing consonance and thus cause the total dissonance to be reduced
Or, one may try to forget or reduce the importance of those cognitions that are in a dissonant relationship (Festinger 1956: 25-26).
I aim for the first or second resolution, though I know the third is much more likely.
I hope that makes sense!