The finding: When experts express uncertainty about their opinions, people find them more compelling.
A version of this article appeared in the March 2011 issue of Harvard Business Review.
Defend Your Research: Experts Are More Persuasive When They’re Less Certain
Listen to an interview with Zakary Tormala.Download this podcast The finding: When experts express uncertainty about their opinions, people find them more compelling. The research: Zakary Tormala of Stanford Business School had subjects read a review that gave a new eatery four out of five stars. Half the subjects read a write-up by a professional […]
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