Ed Kless

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If you have ever tried to talk someone out of their political beliefs by providing facts, you know it doesn’t work. That’s because people think they have their own facts. Better facts. And if they know they don’t have better facts, they change the subject. People are not easily switched from one political opinion to another. And facts are weak persuasion. So Trump ignores facts whenever they are inconvenient. I know you don’t want to think this works in terms of persuasion. But it does.
Win Bigly: Persuasion in a World Where Facts Don't Matter
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