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Persuasion Research suggests that scientists and activists might rely too heavily on facts and evidence when trying to change minds. "In two experiments, people listened to a short radio clip from 2015 about Richard Mode, a 66-year-old North Carolinian who enjoys hunting and fishing. In heartfelt tones, Mode describes how he’s seen the climate changing first-hand as ducks migrate later in the year and trout disappear from their old haunts. “'Trout require cold, clear, clean water,' Mode says in the clip. 'Places that I’ve trout fished in the past that used to hold lots of fish are warming, and the fish just aren’t there like they used to be. It makes me very, very sad.' "After listening to the segment, the study participants — who identified as conservatives or moderates — reported greater concern about climate change and greater acceptance that it was happening and caused by humans." |