Dr. Zakary Tormala is a professor of behavioral science and marketing at Stanford University’s Graduate School of Business whose research centers around attitudes, persuasion, and social influence. In particular, he studies how people can become certain of an attitude and what that means for their willingness to share their views. In this podcast episode, he talks about what certainty is, how it affects people’s choices and resistance to change, and how the research about certainty and uncertainty can inform best practices in persuasion.