This episode explores the Law of Dissonance, a key strategy in persuasion that helps individuals convince themselves. Kurt introduces the concept by explaining cognitive dissonance, a psychological conflict between beliefs and actions that causes discomfort and leads individuals to change their attitudes or behaviors.
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He shares personal anecdotes and studies demonstrating this phenomenon, such as people hesitating to sign a contract selling their soul. Mortensen also offers practical tips on how to employ dissonance in persuasion, how it assists in commitment building, and the importance of aligning with people's beliefs to facilitate easier decision-making and increase influence.
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