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Aspen Ideas Festival
To Persuade Others, Pay Attention to Their Values
Season 2
Episode 51
Together, organizational behavior professor Matthew Feinberg and sociologist Robb Willer have extensively studied why liberals and conservatives so rarely succeed at persuading each other — and how to overcome these challenges. They find that people tend to make arguments that appeal to the ethical code of their own side, rather than the values of those they are trying to persuade.
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