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How Certainty Transforms Persuasion artículo publicado en HBR Online. Link al final del texto. Certainty profoundly shapes our behavior. The more certain we are of a belief—regardless of its objective correctness—the more durable it will be and the greater its influence on what we do. Across dozens of studies spanning more than two decades, consumer and social psychologists have shown that people who are certain of their beliefs are more likely to buy, buy sooner, and spend more. They’re more likely to sign petitions and to vote. They’re more willing to express their opinions, endorse products, advocate for causes, and try to persuade others to adopt their views. They’re better able to withstand attacks on their own beliefs and more inclined to challenge opponents. In short, certainty is the catalyst that turns attitudes into action, bringing beliefs to life and imbuing them with meaning and consequence. Imagine, for example, that two customers flying Virgin America gi
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