fresco wrote:All these claims for "evidence" and "hard facts" ignore a central issue that perception is active not passive. The very word "belief" implies that there is lack of consensus which in turn implies dfferences in "perceptual set" on the part of contestants. He who sees "the face of Jesus" in a cloud formation cannot "unsee" it.
Perceptual set can result from sociolinguistic conditioning and is also subject to peer pressure. In a classic experiment by Asch subjects were manipulated into denying clear visual evidence about the length of lines because to do so would mean disagreeing with fellow "subjects" who were really actors.
I agree. We all love to think we make our decisions based solely (or at least mostly) on the basis of logic. But there is always a subjective component. We see the world through our own perceptual lens, and this lens is influenced very significantly by our emotions.
We have an emotional investment in the things we believe. We make the objects of our belief a part of our identity. We are therefore unwilling to change our beliefs unless we feel secure, and able to affect positive change within ourselves. We are creatures of relationship. Adopting a belief which is contrary to that held by our peers/friends/family may feel very intimidating to some people.
In short, I think the way to persuade people is to listen to what they are saying below the surface--just why is a particular belief so important to them; what is the emotional pay-back for continuing to hold this belief in the face of compelling evidence to the contrary?