Richard E. Petty, PhD, is a Distinguished University Professor of psychology at The Ohio State University. Petty's research focuses broadly on the situational and individual difference factors responsible for changes in beliefs, attitudes, and behaviors. Much of his current work examines the implications of the Elaboration Likelihood Model of persuasion for understanding prejudice, consumer choices, political and legal decisions, and health behaviors.

Andrew Luttrell, PhD, is an Associate Professor of psychological science at Ball State University. His research centers on people's opinions, including when and how those opinions change. In particular, he is interested in what happens when people moralize their opinions and how moral persuasive rhetoric can sometimes be compelling and sometimes backfire.

Jacob D. Teeny, PhD, is an Assistant Professor of marketing at Northwestern University, specializing in the psychology of social influence. Specifically, he researches the factors that lead people to try to persuade others, the elements in a message or advertisement that make it more persuasive, and how the norms underlying society influence people's everyday opinions.