Can a critic-turned-believer sway others? The case of genetically modified foods

When an advocate for one side of an issue announces that he or she now believes the opposite, can that message affect others’ views? Research shows that such a conversion message can influence public attitudes. Using video of environmentalist Mark Lynas speaking about his change from an opponent of genetically modified crops to an advocate, researchers found that message had a greater impact than his direct advocacy message.

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