persuasion

Synonyms: alignment alluring arm-twist blandishment brainwashing cajolery cogency con conversion enticement exhortation force goose hard sell hook inducement inveiglement persuasiveness potency power promote pull seduction sell snow job soft soap squeeze sweet talk wheedling winning over working over

Antonyms: discouragement dissuasion hindrance prevention

Synonyms: bias camp certitude church communion connection conviction credo creed cult denomination eye faction faith feeling mind opinion partiality party predilection prejudice school school of thought sect sentiment side tenet view

Antonyms: atheism disbelief