Certainty is a tool of persuasion – @HarvardBiz #writing

It is not stated beliefs that drive action, but the certainty with which those beliefs are held.

In September’s Harvard Business Review, Zakary Tormala and Derek Rucker outline the finding of their research and suggest how these can be applied.

They find four levers that can be used to improve certainty:

  • consensus
  • repetition
  • ease
  • defence

An interesting read for writers and other purveyors of persuasion.

Advertisements

About Andrew Munro

An independent business consultant, interim manager and writer, Andrew operates through his company, Burning Pine Ltd (http://burningpine.com).
This entry was posted in Writing and tagged , , , , , . Bookmark the permalink.

One Response to Certainty is a tool of persuasion – @HarvardBiz #writing

  1. Pingback: Credibility in online reviews #writing #contentmarketing | Burning Pine

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s