#14: Certainty with Zakary Tormala

Dr. Zakary Tormala is a professor of behavioral science and marketing at Stanford University’s business school. He studies how people can become certain of an opinion and what that means for their willingness to share their views. We talk about what certainty is, how it affects people's choices and resistance to change, and how the research about certainty can inform best practices in persuasion. Some of the things that come up in this episode: Robert Burton's article, "The Certainty Epidemi...