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.
[..] In all three cases, Gal and Zucker found that doubt turns people into stronger advocates. More subtly, their study shows that this effect is stronger if someone’s identity is threatened, if the belief is important to them, and if they think that others will listen. It all fits with a pattern of behavior where people evangelize to strengthen their own faltering beliefs.
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