The science of swaying popular opinion: think vaccines. Dartmouth political scientist/psychologist Brendan Nyhan specializes in the cognitive biases that come with identity politics. Jennifer and Brendan talk about the psychology of changing minds, how our beliefs and opinions are tied to personal identity, and what does and does not work in terms of strategy when it comes to swaying popular opinion. 

http://www.nytimes.com/2015/04/15/upshot/why-californias-approach-to-tightening-vaccine-rules-could-backfire.html

http://www.motherjones.com/environment/2014/02/vaccine-denial-psychology-backfire-effect