In this episode of The Brainy Business podcast, Melina Palmer welcomes Dr. Andy Luttrell, a social psychologist specializing in attitudes and persuasion. They explore the fascinating dynamics of how opinions are formed and changed, delving into the psychological underpinnings that influence our beliefs about everything from brands to personal identity.

Andy shares insights on the complexity of self-perception and the varying degrees of opinion strength, highlighting how cultural contexts can shape our views. The conversation also addresses the implications of moral conviction in persuasion, examining when moral arguments can either reinforce or challenge existing beliefs. Listeners will learn practical strategies for tailoring communication to resonate with diverse audiences, depending on their perspectives and personality traits.

As you listen, consider your own opinions: which feel unshakable, and why? This episode serves as a reminder of the fluidity of our beliefs and the importance of remaining open to new perspectives.

In this episode:

Discover the psychological mechanisms behind opinion formation and change.
Learn about the role of cultural context in shaping self-perception and attitudes.
Explore the impact of moral conviction on persuasion strategies.
Understand how to tailor messaging based on audience personality traits.
Gain insights into fostering strong brand loyalty through identity connection.

Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/534.

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534. Shifting Perspectives: The Science of Changing Opinions

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics