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456 pages, Hardcover
First published August 1, 2016
It would be comforting to believe that polarized positions would response to informational and educational programs. Unfortunately, psychological research demonstrates that people's beliefs change slowly and are extraordinarily persistent in the face of contrary evidence. Once formed, initial impressions tend to structure the way that subsequent evidence if interpreted. New evidence appears reliable and informative if it is consistent with one's initial beliefs contrary evidence is dismissed as unreliable, erroneous or unrepresentative.
Where do they get their "science" from? From the Internet, celebrities, other parents, and a few non-mainstream researchers and doctors who continue to challenge the scientific consensus, all of which forms a self-reinforcing echo chamber of misinformation.
To further compound the problem, charismatic leaders almost never speak to our rational sides (remember the MAKE AMERICA GREAT AGAIN slogan???). Part of what makes them such successful, magnetic leaders is their preference for emotional persuasion. Any CEO knows, and any basic leadership course will teach you, that immediately appealing to people's rational brains will not get you very far. Not only will people not like you but your company will actually not function as well as it would if your employers were encouraged to think emotionally and to see the bigger picture.
...charismatic leaders, actually distract us from the specific issues at hand...and moves us to a world of platitudes and universal concerns that rouse our emotions without taxing our analytical skills
Charismatic leaders induce brain changes that first heighten the fear centers of the brain, like the amygdala, and then suppress the decision-making areas in the PFC.
I wouldn't have seen it if I didn't believe it.
"Affect," writes Paul Slovic, the eminent behavioral psychologist, "is a strong conditioner of preference." This is why politicians know that they need to get their audience emotionally arouse before trying to convince them.
There is an old adage: "What you don't know can't hurt you." In the science denial arena, however, this adage seems to have been recrafted to something like: "What you don't know is an invitation to make up fake science."
People are not comfortable with observing phenomena in their environments that cannot be explained. As a result, they come up with their own explanations....In other words, people prefer sequences, and they will go to great lengths to rid their environments of randomness.
The powerful dorsolateral prefrontal cortex can override these more primitive brain centers and assert reason and logic, but it is slow to act and requires a great deal of determination and effort to do so. Hence, it is fundamentally unnatural and uncomfortable to change our minds, and this is reflected in the way our brains work.
Science demands that we be open to changing our minds constantly, but human biology and psychology insist that we hold onto our beliefs with as much conviction as we possibly can. This conflict is fundamental to our reluctance to accept new scientific findings. Once the brain has set up the idea that GMOs cause cancer, it is basically impossible to undo that belief, no matter how many scientific studies provide evidence to the contrary.