Most people do not think much about certainty, but it governs most of what they do. “Certainty is the catalyst that turns attitudes into action,” says Zakary Tormala, a psychologist and associate professor of marketing in the Graduate School of Business at Stanford University. His research, with Derek D. Rucker of Northwestern University, among others, has applications for executives, pollsters, and anyone who has an interest in spurring people to action. Managers who understand certainty can better groom leaders in their organizations.
A psychologist explores what makes our attitudes change over time.