Zakary L. Tormala
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Zakary L. Tormala

When Persuading a Group, Beware the Allure of Consensus

We tend to favor strategies that win broad-but-weak support over narrow-but-strong support—and this preference can lead us astray.

Researchers: Derek D. Rucker, Jesse D'Agostino, Mark Dyer and Zakary L. Tormala

March 8, 2024

Marketing