How to Master the Psychology of Persuasion, with Michael McQueen
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Exploring the Psychology of Persuasion and the Dual Minds
Humans often hold onto ideas due to identity and sunk costs, resulting in stubbornness that can be understood through neuroscience. The brain operates on two levels: the enquiring mind, which is logical and rational, and the instinctive mind, which is emotional and reflexive. Most decision-making occurs in the instinctive mind, which reacts quickly to threats, both physical and psychological. This instinctive mind prioritizes tribal thinking and emotional responses over rational evaluation, leading individuals to dismiss uncomfortable information, often opting for denial instead. Attempts to persuade should recognize which mind is being targeted, as logic and evidence appeal primarily to the enquiring mind but may not influence the instinctive mind effectively.
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