Can you hope to persuade someone who starts with an unfavorable impression? How do you make your case to someone who starts with a favorable impression…effectively?

Get new answers based on neuro-economics, MRI observations of the human brain.  (Watch my video.)

*** Based on my reading of Why Won’t They Listen?, by Willam Saletan.  A review of The Righteous Mind: Why Good People Are Divided by Politics and Religion, by Jonathan Haidt.