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.

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