Persuasion in the Evolution Wars

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By Tom Aechtner

I would like to think that I’m a rational person; an individual who logically considers my actions and attitudes.  For instance, it’s my hope that when faced with an advertising campaign I would thoroughly study every claim an advert might make, rather than being affected by flashy images or persuasive rhetoric.  My guess is that I’m not alone in thinking this about myself.

Many of us perceive ourselves to be sensible people who are not easily swayed by the guiles of persuasive techniques, such as those found in advertising pitches or political speeches.  The problem, however, is that decades of persuasion research has revealed we usually don’t have the ability or the motivation to diligently evaluate the many persuasive messages we are bombarded with on a daily basis. Continue reading Persuasion in the Evolution Wars