Theories We Use

Prospect theory comes from behavioral economics and is credited to Daniel Kahneman and Amos Tversky and their 1979 paper “Prospect Theory: An Analysis of Decision under Risk,” in which they… Continue Reading Prospect Theory

A technique used to help people deeply examine their behavior and beliefs about a subject in an effort to have them change a behavior or belief. The interviewer frames questions… Continue Reading Motivational Interviewing

Motivated reasoning moves people to justify decisions, actions or outcomes that they most desire in spite of contradictory evidence. We tend to find arguments to support the outcomes we want… Continue Reading Motivated Reasoning

Moralization is the degree to which moral relevance is attached to issues, actions or entities and the changes within their relevance. Morals can change at a personal level or a… Continue Reading Moralization

With roots in sociology and social psychology going back to Emile Durkeim, scholars in the 1990s and 2000s coined the term “moral foundations theory,” which proposes that several innate and… Continue Reading Moral Foundations Theory

Mental models are the images, thoughts, ideas and beliefs that we form based on our experiences. These models are formed intentionally  and unintentionally and can be based on real or… Continue Reading Mental Models

A psychological framework derived in the 1960s that aims to induce pre-emptive resistance against unwanted persuasion attempts. Papageorgis and McGuire (1961) explain: “A previous study … showed that strong initial… Continue Reading Inoculation and Prebunking

One of the original public health theories developed in the 1950s, this model suggests that people’s beliefs about health problems, perceived benefits of and barriers to action and self-efficacy explain… Continue Reading Health Belief Model

(or the over-attribution effect) People are often quick to draw conclusions about the attitudes and personalities of others, even when an external factor or cause may explain that behavior. Citations:… Continue Reading Fundamental Attribution Error