“A man with a conviction is a hard man to change. Tell him you disagree and he turns away. Show him facts or figures and he questions your sources. Appeal to logic and he fails to see your point.” —Leon Festinger
In that quote, Festinger was describing a famous case study in psychology. Festinger and several of his colleagues had infiltrated a Chicago-area cult in the 1950s whose members thought they were communicating with aliens.
Festinger and his team were with the cult when the prophecy failed. First, the “boys upstairs” (as the aliens were sometimes called) did not show up and rescue the Seekers. Then December 21 arrived without incident. It was the moment Festinger had been waiting for: How would people so emotionally invested in a belief system react, now that it had been soundly refuted?
At first, the group struggled for an explanation. But then rationalization set in. A new message arrived, announcing that they'd all been spared at the last minute. Festinger summarized the extraterrestrials' new pronouncement: “The little group, sitting all night long, had spread so much light that God had saved the world from destruction.” Their willingness to believe in the prophecy had saved Earth from the prophecy!
From that day forward, the Seekers, previously shy of the press and indifferent toward evangelizing, began to proselytize. “Their sense of urgency was enormous,” wrote Festinger. The devastation of all they had believed had made them even more certain of their beliefs.
Okay, so people gravitate toward information that confirms what they believe, and they select sources that deliver it.
Same as it ever was, right? Maybe, but the problem is arguably growing more acute, given the way we now consume information—through the Facebook links of friends, or tweets that lack nuance or context, or “narrowcast” and often highly ideological media that have relatively small, like-minded audiences. Those basic human survival skills of ours, says Michigan's Arthur Lupia, are “not well-adapted to our information age.”
Given the power of our prior beliefs to skew how we respond to new information, one thing is becoming clear: If you want someone to accept new evidence, make sure to present it to them in a context that doesn't trigger a defensive, emotional reaction.
In other words, paradoxically, you don't lead with the facts in order to convince. You lead with the values—so as to give the facts a fighting chance.