I caught this interview awhile back on National Public Radio's "On the Media" program. I found it very interesting. The researcher's punchline is that it is close to impossible to change peoples' perceptions once they have formed opinions. Offering contradictory information didn't work and sometimes backfires! I thought you might be interested. From what I can tell, most of his work has been around concepts related to global climate change and weapons of mass destruction, but, I doubt it matters that much what the subject matter is.
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