Why the Remain Campaign’s Persuasion Strategy Backfired

For supporters of Britain staying in the EU, a simple question remains this morning: How did we fail to persuade voters of our position? Steve Martin, director at Influence at Work in London and best-selling author of several books on persuasion, spoke with HBR about the ways in which the Remain advocates’ message failed to get through, or even backfired. Martin was joined by Joseph Marks, a behavioral scientist on his team. HBR: From a persuasion science point of view, how do you explain the vote for Britain’s exit from the EU? ….[READ]