The Importance of Data in Persuasion

Tali Sharot (@affectivebrain) is an associate professor of cognitive neuroscience, the founder and director of the Affective Brain Lab at University College London, and author of The Influential Mind: What the Brain Reveals About Our Power to Change Others.

• When hope is a better motivator than fear -- and vice versa.
• Facts and figures don't tend to change minds already aligned to a certain opinion -- in fact, they can have a backfire effect that further entrenches people in their beliefs.
• The four factors that determine whether or not we're likely to change our beliefs.
• What happens when new evidence doesn't fit our beliefs, but it fits what we want to believe.
• When trying to persuade, it's better to seed a new belief than to contradict the old one.
• And much more...

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