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144 - The Backfire Effect - Part Four (rebroadcast)

You Are Not So Smart

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The Information Deficit Model in Science Communication

If you want to change people's beliefs, use facts. They work just fine. If you want to changed their feelings about the world, their interpretation of it, their opinions about it, well, you need to change their attitudes. And this is the lesson that we, out here in the non-academic world, have yet to understand. Thanks to Hovland's work, which he continued at Yale after the war, all the way to his dying day, science stopped using beliefs, opinions, feelings, values, and attitudes interchangeably.

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