How to achieve influence: Cognitive behaviour

In terms of influence, perhaps consumers are not information seekers looking for influencers to guide us, but confirmation seekers looking for recommendations to back up decisions we have already made.

How to achieve influence: Cognitive behaviour

Sarah Macdonald and Tom EwingBrainjuicer

Influence is more likely to come from irrational, emotional cues than from rational evaluation of what advocates are saying, and is often sought to justify a decision...