In a new American study, researchers tested different persuasion tactics on skeptical individuals regarding a policy on undocumented migrants accessing tuition in state colleges. One group of canvassers shared a powerful narrative story about a deserving migrant, while another group first listened to the other person’s point of view before presenting the same narrative. Surprisingly, the listening tactic did not increase the likelihood of persuasion, but sharing the story alone increased support for the policy by around 10 percentage points.
The study concluded that persuasion involves more than just being liked—it’s about making a compelling case. However, the act of listening shouldn’t be disregarded, as it can make people more open to hearing arguments and even lead to learning something new. The research highlights the complexity of persuasion and the importance of effectively presenting a case to sway opinions.
Ultimately, the study emphasizes that persuading individuals requires more than just listening—it’s about crafting a convincing argument that resonates with them.
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