Not least because of the COVID-19 pandemic, conspiracy theories are more topical than ever. They are reported and discussed in almost all media and communication channels. But what influence do they ...

Product marketers should be clear in their messaging to avoid customer skepticism that makes them feel duped, according to University of Oregon research. At issue in a new study, published in the ...

The fourth and final piece of the Unified Theory is called the Influence Matrix (IM). The IM is an extension of Behavioral Investment Theory to human social motivational and emotional processes, which ...

The Influence Matrix is central to understanding the unified theory because motives for social influence play a crucial role in the way humans justify their behavior. Putting the Matrix in Action I ...