3 tips for changing someone's mind

As anyone who has ever argued with a relative around a holiday dinner knows: It’s hard to change someone’s mind, even when you know their opinion is based on non- factual information.

Jonah Berger, professor of marketing and author of the new book The Catalyst: How to Change Anyone’s Mind, has some tips for these interactions.

“Often, we tend to think if we just give people more facts, more figures, more reasons, more information, they'll come around,” Berger tells Inverse.

“But pushing people doesn't work. When we push people rather than just going along, they often push back.”

1. Don’t push, find the gaps: Find the gaps between their attitude and actions. If someone is, say, reluctant to wear a mask to work, ask them if they’d think differently if an elderly loved one is there. Why would their colleagues deserve different treatment?

2. Provide a choice: If only one option is offered, some might balk. But for example, if employees can choose from a set of vacation policy options, an employer might have an easier time enforcing a policy.

3. Cut through the perceived risk: If someone is skeptical about a new vaccine, for instance, give an example of your or other loved ones’ actual experiences with vaccines.