Helping Win Hearts & Minds on
the Battlefields of Online Media

Insights & Resources Overview

    The Power of the Dark Side
    A famous academic report called Bad is Stronger Than Good by Roy Baumeister and three colleagues examines numerous peer-reviewed studies that show the greater power of bad over good across a broad range of phenomena. They were unable to find any consistent exceptions. ...READ MORE

    People Remember the Message, But Forget the Messenger
    Yale psychologist Carl Hovland's work in World War II on attitude change and persuasion, and in a major controlled study after the war, found that when information is first consumed, the credibility of the source makes a big difference in how that information is processed. But after the passage of time, such as a month, people forget the source, but remember the information. Thus, information that was originally discounted or distrusted due to an unauthoritative source, can become more credible to people ofter time. This is called the sleeper effect. ...READ MORE