What "others" and "do" and "they" refer to? I can't integrate my guess to the context.
Daryl Bem (1967) posited that, from a conceptual perspective, people learn what they believe in the same way that others do, namely, by hearing what they say. If a noncoercive context (such as counterattitudinal role play) causes them to defend a particular position, they become more committed to that position. Bem’s self-perception theory offered an alternative explanation for the large literature of cognitive dissonance (Festinger, 1957). It is also clear that external pressure can undermine the desire to change. Brehm and Brehm (1981) adduced that an aversive state of reactance arises when people perceive a threat to their behavioral freedom. One motivational response is to intensify one’s attitudes and behaviors in opposition to the persuasion or coercion.