Using Behavioral Science to uncover the nonconscious building blocks of attitude change

The tenth edition of the Neuromarketing Yearbook is a comprehensive report published by the Neuromarketing Science and Business Association, and is filled with the latest research studies, expert insights, and case studies from top neuromarketing professionals across the globe. This year, the Yearbook features a case study from Ipsos.

Using Behavioral Science to uncover the nonconscious building blocks of attitude change

The research examines if a perspective-taking intervention can shift attitudes towards gender fluidity. Gender fluidity is a socially and politically charged topic resistant to change in explicit attitudes. The study by Ipsos aims to understand if inducing empathy by considering the thoughts and meta-cognitions of trans individuals can lead to less conviction for those opposed and greater acceptance of gender fluidity. The research objectives focus on measuring cognitive conflict and the role of nonconscious motivations in shaping attitudes towards gender fluidity.