Many people consider themselves rational thinkers, but would we truly change our views if presented with evidence that contradicts them? The answer isn’t straightforward.

Being wrong can elicit discomfort and even feelings of threat, which makes altering someone’s mindset more challenging than anticipated.

Consider those who believe in a flat Earth. Despite presented satellite images proving otherwise, they may still insist on their view. Engaging in debates often reinforces their original beliefs instead.

This phenomenon is known as the “backfire effect,” where conflicting evidence fortifies existing beliefs.

Such resistance to change is prevalent across various topics, from vaccine safety to the effectiveness of trendy diets.

What causes this difficulty in shifting perspectives? Recent studies in Trends in Neuroscience and Education reveal that conventional persuasion methods, like citing facts or emphasizing risks, often clash with our brain’s natural processing. Two crucial neuroscientific concepts enhance our ability to persuade others.

The first is reward prediction error. When outcomes exceed expectations, dopamine—the brain’s pleasure chemical—is released, encouraging repetition of that experience. Therefore, influencing someone’s beliefs often requires them to adopt new ways of thinking. However, if new information feels disappointing or threatening, changing their mindset becomes problematic.

The second concept is the subjective value of information. Our brains assign value based on relevance and reward perception. Information is deemed valuable when it aligns with our identity and aspirations.

If information seems irrelevant or threatening, individuals often disregard it. For instance, simply stating that smoking is dangerous may not be sufficient to persuade someone to quit.

People are more open to adjusting their beliefs when they view new information as emotionally rewarding, relevant, of high quality, and personally meaningful.

So, what can we glean about persuading others to reconsider their views? Dr. Bobby Hoffman, a psychologist specializing in motivation and learning at the University of Central Florida, suggests four effective strategies based on how our brains interact with new information.

1. Spark Curiosity

Gently challenge assumptions and pose questions that pique interest. For example: “Did you know that people who sleep early are often more focused during the day?”

2. Ensure Relevance

Connect your message to the individual’s goals and values. For instance, “I want to improve my focus at work. Did you know that consuming more fruit can enhance brain function?”

3. Emphasize Benefits

Highlight potential gains. “Cutting down on alcohol can safeguard your liver, enhance sleep, and aid in weight loss.”

4. Provide Choices

People react positively when they feel empowered, so offer options. “If you aim to be more active, consider taking a fitness class or adding regular walks to your routine.”

During your next debate with a family member or an effort to persuade a colleague, remember that changing beliefs involves more than just presenting facts. It’s essential to make your message personal and to illustrate the benefits of altering perspectives. Prioritize the story that resonates with what matters to the individual.

This article answers the question from Emma Lucas: “How can I be more persuasive?”

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