​Broadly speaking, I investigate why people support or reject new ideas and how to influence this decision. Specifically, I explore why people disagree and how to persuade them regarding innovation and morals, using means such as message framing. My overarching research agenda includes understanding why and how actors arrive at different valuations, the conflicting forces that cause people to react to new ideas with passive vs. active support and opposition, and exploring the implications of morals in belief change, persuasion, and decision-making.