Article

The Role of Certainty (and Uncertainty) in Attitudes and Persuasion

Zakary L. Tormala
Published: Jul 14, 2020

A Classic from FEA Matters This science-based research paper explores the crucial role certainty plays in forming a durable attitude towards something, one that is resistant to persuasive influencers, whilst also espousing the significant upside uncertainty can have in stimulating curiosity and deeper interest.



This is Member-Only Content

Please login to access Member content.

Not a Member?

Learn about Business Family Membership or becoming a Family Enterprise Advisor..

Top
Lost your password? Please enter your username or email address. You will receive a link to create a new password via email.