March 30, 2016

How To Change Someone’s Minds, According to Science

In general, when we're confronted with information that contradicts our existing “web” of beliefs, our first inclination is to discount it, largely due to the amount of information and validation we have gathered over time in support of our viewpoint. In order to convince people to change their opinion one must expose them to multiple pieces of information in support of the new belief that first deconstructs their past experiences and knowledge and then rebuilds their confidence around the new idea. Brands are not exempt from this same process of changing consumer behavior, making it important to exercise not only consistent communication, but patience.

Change doesn’t happen overnight.

Topics: Research and Insights, Consumer Psychology, psychology