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SophiaGrace
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The process of converting a person to have different beliefs and behaviors is effectively changing who they are. The process thus effectively includes some degree of destroying their old personality in order to replace it with the new personality. Done to any significant extent, friends of the 'previous' person will typically remark that the 'new' person is not at all like they used to be.
http://changingminds.org/techniques/conversion/identity_destruction.htm
http://changingminds.org/techniques/conversion/identity_destruction.htm