Persuasive Uncertainty

03/02/2011

To change one's life: Start immediately. Do it flamboyantly. No exceptions.
William James

In the most recent issue of Harvard Business Review (March 2011), Zachary Tormala shares the result of his research that indicates "when experts express uncertainty about their opinions, people find them more compelling."

Tormala suggests that this surprising finding is the result of a phenomenon called "expectation violations." He explains, "People expect experts to be confident. Violations of that expectation surprise them... A surprise draws you in and makes you pay more attention. It gives your advice more impact."

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