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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

The Dunning Kruger effect is a cognitive bias, affecting people at all levels of intelligence, where people tend to overestimate their knowledge or ability in specific areas, especially new ones… Continue Reading Dunning Kruger Effect

People have different systems in their mind for processing information: one system for visual imagery and one for verbal communication. Visual and verbal communication are processed differently in the human… Continue Reading Dual Coding Theory

Explains the pattern and speed at which ideas spread from their introduction to uptake in the wider society. Four elements influence the spread of the new idea: the innovation itself,… Continue Reading Diffusion of Innovation