Uploaded July 2023 | Updated September 2026, 3 weeks ago

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Dr. Zakary Tormala is a professor of behavioral science and marketing at Stanford University’s business school. He studies how people can become certain of an opinion and what that means for their willingness to share their views. We talk about what certainty is, how it affects people’s choices and resistance to change, and how the research about certainty can inform best practices in persuasion.

Episode 14 of Opinion Science, Released July 12, 2020. Produced and hosted by Andy Luttrell.

For more, head to this episode's webpage: opinionsciencepodcast.com/episode/certainty-with-zakary-tormala

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Opinion Science is a psychology podcast exploring the science of our opinions, where they come from and how they change. Each week I talk to social scientists and professional communicators about how the work they do reveals key insights about public opinion and persuasion.

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