Friday, October 22, 2010

WHEN IN DOUBT...

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Why shaking someone’s beliefs turns them into stronger advocates.

You don’t have to look very far for examples of people holding on to their beliefs in the face of overwhelming evidence to the contrary....

That might be depressing, but it’s not unexpected. In a new study, David Gal and Derek Rucker from Northwestern University have found that when people’s confidence in their beliefs is shaken, they become stronger advocates for those beliefs. The duo carried out three experiments involving issues such as animal testing, dietary preferences, and loyalty towards Macs over PCs. In each one, they subtly manipulated their subjects’ confidence and found the same thing: when faced with doubt, people shout even louder.

Read about the study at Discover.

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