How we make decisions, and how to reach people who’ve already made up their minds

You’re scrolling Netflix at 10 pm, exhausted. You don’t read a single review or check Rotten Tomatoes. You pick the thumbnail that catches your eye: a face, a pose or gesture, a moment that sets the expected tone of the movie. Now contrast that with the last time you bought a car, or researched a medical diagnosis, or tried to understand a ballot measure you actually cared about. Different mental gears entirely. That difference has a name: the Elaboration Likelihood Model. Develop...