Listen, we need to talk: how to change attitudes about LGBT rights

Individuals typically resist changing their minds, but support for same-sex marriage has increased from 35% to 61% between 2006-2016.

What explains this anomaly? 'Listen, We Need to Talk' tests a theory that when prominent people representing particular interest groups voice support for a culturally contentious issue, they sway the opinions of others who identify with the same group, even if the interest group and the issue at hand have no obvious connection.

In fact this book shows that the more the message counters prevailing beliefs or attitudes of a particular identity group, the more persuasive it is.