Counter-attitudinal advocacy is a process where publicly communicating a belief which runs counter to a belief that the individual holds, can result in the individual a changing his or her original belief, in order for it to be in accordance with his or her statement.

Source: Aronson, E., Wilson, T. D., & Akert, R. M. (2010). Social Psychology (7th ed.), (p 159). Upper Saddle River, NJ: Prentice Hall.