certainty

In the article “How Certainty Transforms Persuasion” Zakary Tormala and Derek Rucker assert that conviction is a powerful driver of action. Tapping into certainty others hold “turns attitudes into action, bringing beliefs to life and imbuing them with meaning and consequence.”

Tormala and Rucker identify four levers of certainty: consensus, repetition, ease, and defense. Think of a situation in which you need to persuade someone in a business context- a customer or prospect, co-worker, or supervisor. Which of these four levers could be an effective means of influencing certainty about a decision in that person? What action(s) could you take to influence certainty in the beliefs held by the person?