“It’s called the backfire effect….Why does this happen? The common thread among all behaviors that show up as the backfire effect is our perception of an unacceptable demand on our freedom. We may not have strong beliefs about which friend was responsible for the break-up, or how much we can indulge in drugs or alcohol on our own time, which team deserves our loyalty, but we do have strong beliefs about what we think others should be allowed to request of us. When others infringe on this deep core value, it sparks the backfire effect more than anything else.”