ego-involvement is a concept in psychology that refers to the degree to which a person perceives a task or an issue as relevant to their self-esteem. It is assumed that ego-involvement influences the strength of one’s attitude towards the task or the issue. For example, a person who is highly ego-involved in their political beliefs may have stronger and more resistant attitudes than someone who is less ego-involved. ego-involvement can also affect how people process information and respond to persuasion attempts.

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