Publications

SSRN

Article

Memory Change: An Intimate Measure of Persuasion

By: Kathryn A. Braun-Latour and Gerald Zaltman

Keywords: Change; Measurement and Metrics

17 Oct 2019
Working Paper Summaries

Persuasion by Populist Propaganda: Evidence from the 2015 Argentine Ballotage

Keywords: by Rafael Di Tella, Sebastian Galiani, and Ernesto Schargrodsky

January 2021
Article

Using Models to Persuade

By: Joshua Schwartzstein and Adi Sunderam

We present a framework where "model persuaders" influence receivers’ beliefs by proposing models that organize past data to make predictions. Receivers are assumed to find models more compelling when they better explain the data, fixing receivers’ prior beliefs. Model... View Details

Keywords: Model Persuasion; Analytics and Data Science; Forecasting and Prediction; Mathematical Methods; Framework

Article

A Persuasive Peace: Syrian Refugees' Attitudes Towards Compromise and Civil War Termination

By: Kristin Fabbe, Chad Hazlett and Tolga Sınmazdemir

Civilians who have fled violent conflict and settled in neighboring countries are integral to processes of civil war termination. Contingent on their attitudes, they can either back peaceful settlements or support warring groups and continued fighting. Attitudes toward... View Details

Keywords: Refugees; War; Conflict and Resolution; Attitudes; Perspective; Syria

Article

Believe Me, I Have No Idea What I Am Talking About: The Effects of Source Certainty on Consumer Involvement and Persuasion

By: Uma R. Karmarkar and Zakary L. Tormala

This research explores the effect of source certainty-that is, the level of certainty expressed by a message source-on persuasion. The authors propose an incongruity hypothesis, suggesting that source certainty effects depend on perceived source expertise. In three... View Details

Keywords: Research; Experience and Expertise; Risk and Uncertainty; Consumer Behavior; Performance Expectations; Interests; Power and Influence

March 2016
Technical Note

Lighting the Fire: Crafting and Delivering Broadly Inspiring Messages

By: Tsedal Neeley and Tom Ryder

Communicating persuasively is a critical skill for leaders of any team or organization. Yet, connecting and resonating with an audience can nevertheless be a challenging task. We outline how to effectively mobilize groups through the power of communication. This note... View Details

Keywords: Messaging; Communication; Leading; Public Speaking; Persuasion; Rhetorical Devices; Communication Intention and Meaning; Forms of Communication; Communication Strategy

Educators

Purchase

October 2012
Article

The Preference for Potential

By: Zakary L. Tormala, Jayson Jia and Michael I. Norton

When people seek to impress others, they often do so by highlighting individual achievements. Despite the intuitive appeal of this strategy, we demonstrate that people often prefer potential rather than achievement when evaluating others. Indeed, compared with... View Details

Keywords: Preferences; Persuasion; Uncertainty; Risk and Uncertainty; Performance Expectations; Attitudes

Article

Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion

By: Sonya Grier and Rohit Deshpandé

Keywords: Society; Customers; Groups and Teams; Identity; Advertising; Status and Position

1998
Working Paper

The Effects of Physical Distance and Response Latency on Persuasion in Computer-Mediated Communication and Human-Computer Communication

By: Youngme Moon

December 1999
Article

The Effects of Physical Distance and Response Latency on Persuasion in Computer-mediated Communication and Human-computer Interaction

By: Youngme Moon

Keywords: Information Technology; Communication

October 3, 2012
Blog Post

Tonight's Presidential Debate Will Be Decided by Body Language

By: Amy Cuddy

Keywords: Nonverbal Behavior; Persuasion; Influence; Public Speaking; Nonverbal Communication; Behavior; Debates; Power and Influence

18 Oct 2012
News

Three Methods of Persuasion You Can Copy From Obama and Romney (and one from Joe Biden that you should not copy)

September 2019
Article

The Self-Presentational Consequences of Upholding One's Stance in Spite of the Evidence

By: Leslie John, Martha Jeong, Francesca Gino and Laura Huang

Five studies explore the self-presentational consequences of refusing to “back down” – that is, upholding a stance despite evidence of its inaccuracy. Using data from an entrepreneurial pitch competition, Study 1 shows that entrepreneurs tend not to back down even... View Details

Keywords: Self-presentation; Belief Perseverance; Judgment; Confidence; Persuasion; Personal Characteristics; Behavior; Perception; Decision Making; Outcome or Result

07 Jul 2014
News

Is Online Video Trumping Text?

Keywords: online video; persuasion and influence; technology

Spring 2016
Article

Has Social Science Taken Over Electoral Campaigns and Should We Regret It?

By: Vincent Pons

Keywords: Data Analytics; Elections; Electoral Campaigns; Persuasion; Randomized Experiments

Listen to a Zambian barber talk about persuasion in selling female condoms here: (VIDEO).

View Details

Article

Perfect Pitch: Making Your Ideas Resonate in Negotiations

By: Kristin Sippl

To maximize persuasive power, ideational entrepreneurs should craft a 'creative type' persona, use discourse strategically, and offer useful resources. View Details