Professor Zakary Tormala (Laurence W. Lane Professor of Behavioural Science and Marketing) is an experimental social psychologist who works in the areas of attitudes, persuasion, and social influence. His research on these topics seeks to shed light on the factors that open and close attitudes, beliefs, and behaviours to change. The research that he and his team have done in this area is groundbreaking. Here is a taster of his research entitled “The role of certainty and uncertainty in persuasion.”