To this day, it’s hard to describe the power those simple words had. He could have said dozens of other things to make me feel better—“You’ll find a way through this,” “It’s not as bad as you think,” or “Here are some things to try.” But what he said instead was specific to me, and something I felt he genuinely believed. It didn’t mean my opinions were always right, but his vote of confidence that they came from a principled place restored some of the confidence I had lost. By recognizing a strength of mine, Chris gave me a renewed sense of motivation.

The more emotional language an article used, the more likely audiences were to keep reading.

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.

Difference drove success.

For another set of students, the researchers worded the praise slightly differently. Rather than praising the person, or telling them how smart they were, the researchers praised the process, or how hard they were working (“You must have worked hard at these problems”).