The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics 534. Shifting Perspectives: The Science of Changing Opinions
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Sep 23, 2025 Dr. Andy Luttrell, a social psychologist and host of the Opinion Science podcast, dives into the intriguing world of how opinions are formed and shifted. He discusses the impact of cultural context on self-perception and the nuances of moral conviction in persuasion. Andy emphasizes tailoring messaging strategies to align with audience values and personality traits, and he shares tactics for fostering brand loyalty through identity connection. The conversation encourages listeners to reflect on their own beliefs and the ever-changing landscape of opinions.
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Self Is Either River Or Stone
- Self-concept can be either stable or fluid depending on culture and personal framing.
- How people view the self shapes goal pursuit and messaging that will resonate with them.
Match Brand Messaging To Self-View
- Tailor brand messaging to your audience's preferred self-view: highlight stability or change.
- Use cultural and audience cues to decide whether variety or consistency will build trust.
Moral Frames Can Open Stubborn Minds
- Moralized attitudes can be more persuadable by moral arguments that challenge their ethical assumptions.
- Matching message type to the audience's moral lens often works better than avoiding moral language.
