 Why is it so difficult to change people's minds about important ideas? Why do people believe things in spite of evidence? How can you get people to see what is right before their eyes, but that they fail to see?
There are several neural and psychological findings we could draw upon to answer this incredibly frustrating phenomenon, but to put it simply - it is both too risky and too much effort to change one's mind about things the mind considers foundational and important, especially when important in a social context.
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