Jonah Berger
👤 SpeakerAppearances Over Time
Podcast Appearances
He speaks with a great deal of confidence.
And what do I mean by confidence or certainty, right?
The language of certainty.
Certain words indicate certainty.
This is absolutely the case.
It's definitely true.
Everyone agrees.
The answer is obvious.
I'm sure this will happen.
All of those indicate a great degree of certainty.
And not surprisingly, certainty is quite persuasive.
There's been research, for example, that looks at financial advisors.
So they
They give people two potential financial advisors.
They say, hey, which advisor would you want to work with?
And they get some sense of what those advisors talk about.
And this research finds that people are more likely to want to work with an advisor that seems more certain, even when that certainty doesn't lead to better performance.
And even in some cases where that certainty is overconfident, right?
They're so sure of things, even though they end up being wrong.
And why do people like others that seem certain?