avoidable confusion backfire Unintended Consequences Backfire 01 Negatively triggering a measured engagement preference due to not knowing it existed Familiarity Backfire 02 Making myths more familiar Overkill Backfire 03 From providing too many arguments Worldview Backfire 04 From providing evidence that threatens someone’s worldview Extremes Backfire 05 From not leaving room for alternative considerations & using limit-inferring language 06 Trust Backfire Trust mechanisms break down from hyper-manipulation leading to compromised decision making & limited change THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE | 2 5