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Persuasive Uncertainty
March 2, 2011
To change one's life: Start immediately. Do it flamboyantly. No exceptions.
-William James

In the most recent issue of Harvard Business Review (March 2011), Zachary Tormala shares the result of his research that indicates "when experts express uncertainty about their opinions, people find them more compelling."

Tormala suggests that this surprising finding is the result of a phenomenon called "expectation violations." He explains, "People expect experts to be confident. Violations of that expectation surprise them... A surprise draws you in and makes you pay more attention. It gives your advice more impact."





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Comments (4)

Displaying All 4 Comments
Diana Khanagov · March 02, 2011
Midwest city, Ok, United States


As long as people don't pretend that they don't know when they are actually an expert on it, girls and women have lived long enough under that dogma. Second opinions are always highly valued.

Kirsten Haugen · March 02, 2011
Eugene, OR, United States


@ Diana Khanagov: Most issues are complex enough I believe any honest thinker wouldn't need to pretend that there's some uncertainty. I think acknowledging that is not just unsettling ("expectation violation"). It also shows both openness and higher level thinking, which one would hopefully want in an expert.

Kirsten Haugen · March 02, 2011
Eugene, OR, United States


I forwarded today's EED to several colleagues who are working with me on a local education funding campaign, and the feedback was instantaneous. Tormala offers much appreciated perspective for those of us wrapped up in trying to convince our community to fund education!

Diana Khanagov · March 02, 2011
Midwest city, Ok, United States


Does Tormala give the impression that one should pretend to be uncertain about their opinions in order to make themselves more compelling?



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