In a recent article in the Harvard Business Review (Persuasion Depends Mostly on the Audience, 6.2.15), Tomas Chamorro-Premuzic, Professor of Business Psychology at University College London and a faculty member at Columbia University, explores how persuasion is emotional first and rational second. Effective persuasion, he tells us, highlights the irrationality of human thinking; “we may be living in a data-driven world, but that does not make people more logical.”