Cognitive dissonance can be used to demonstrate inconsistency between their negative attitude and reality (Expectancy vs. Actualization). I believe one critical component though is that the teacher needs to supply a means to prime affect in a positive way through experience and success. This paper may help.
*Lamb, R. Akmal, T. & Petrie[i], K. (2015). Development of a cognition-priming model of STEM learning, Journal of Research in Science Teaching.