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Andy Luttrell on Attitude and Persuasion

Negotiate Anything

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Navigating Moral Convictions in Persuasion

The chapter explores the challenges of persuasion when facing strongly held beliefs, especially in sensitive areas like politics, religion, and morality. It emphasizes the importance of aligning messages with the audience's moral convictions to increase persuasiveness, using examples such as recycling studies to demonstrate the impact of addressing moral reasons. The dialogue highlights the complexities of changing attitudes by adapting to different moral languages, showcasing the importance of effective communication strategies in achieving persuasive outcomes.

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