In this episode we sit down with psychology legend Richard Petty to discuss the Elaboration Likelihood Model, a theory he developed with psychologist John Cacioppo in the 1980s that unified the study of attitude change and persuasion and has since become one of the most robust models for explaining how and why some messages change people’s minds, some don’t, and what makes some stick and others fade in influence over time.- Show notes at: www.youarenotsosmart.com- Become a patron at: www.patreon.com/youarenotsosmartSPONSORS• The Great Courses: Free month at www.thegreatcoursesplus.com/smart• Squarespace: Use the offer code SOSMART at www.squarespace.com for 10 percent off your first purchase.

Patreon: http://patreon.com/youarenotsosmart