But when it’s happening to us, it’s hard to get that distance. We’re so caught up in the situation that we can’t think straight. Our emotions run wild and get the best of us. Attention narrows, we ruminate on the negative, and can’t seem to break free.

This is why expressing doubt can help. Showing that we’re conflicted or uncertain makes us seem less threatening. Expressing doubt about one’s own view acknowledges that conflicting beliefs are valid, making the other side feel validated and more willing to listen. It recognizes that issues are complicated or nuanced, which increases receptiveness.

Uncertainty signals an openness to other perspectives. So particularly when issues are contentious or people are dug in, expressing a little doubt can actually be more persuasive.

The more aversion there is to revealing certain information, the more important it becomes to ask questions that avoid making (positive) assumptions. Avoid presuming the absence of an issue.

It turns out that these differences in certainty have an important impact on sustained attention. Looking across thousands of pieces of content, we found that uncertain emotions encouraged engagement…

Uncertainty led readers to stick around to resolve what they didn’t know.

... sustaining attention is less about making people feel good or bad, and more about opening up a curiosity gap that makes them want to learn more. Uncertain emotions, or uncertain language more generally, keeps people engaged.