Acceptance speech: 17th Frontiers of Knowledge Awards in Social Sciences

Acceptance speech by Richard E. Petty, recipient of the BBVA Foundation Frontiers of Knowledge Award 2024 in Social Sciences, jointly awarded with Icek Ajzen, Dolores Albarracín, Mahzarin R. Banaji and Anthony G. Greenwald for contributions that have transformed the study of attitudes and persuasion.

Petty analyzes how messages influence belief formation and attitude change, highlighting the mental processes involved in interpreting information, and underscores the relevance of persuasion in areas such as consumer behavior, politics and health to better understand decision-making and social behavior.