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The Science Behind Why People Struggle to Change Their Thoughts

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Human beings are creatures of habit, and this tendency extends beyond our daily routines into the way we think. Changing a person’s deeply held beliefs, whether in politics, morality, or business, is notoriously difficult. This phenomenon has been studied extensively in cognitive behavioral science, which seeks to understand why people cling to their views, and more importantly, why it is so hard to shift them.

Understanding this resistance to change not only helps explain personal behavior but can also provide valuable insights for businesses and brands looking to engage their customers more effectively.

Cognitive Biases and Resistance to Change

One of the primary reasons people find it difficult to change their thoughts or beliefs is rooted in cognitive biases. Cognitive biases are systematic ways in which the context and framing of information shape the way individuals process and react to it. Among the most prominent is confirmation bias, which leads people to seek out information that supports their pre-existing beliefs and ignore information that contradicts them.

According to cognitive psychologist Dr. Daniel Kahneman, Nobel laureate and author of Thinking, Fast and Slow, “We are all susceptible to the confirmation bias. We tend to believe stories that fit the world as we see it, and once we have an established belief, it is much harder to change it.” This helps explain why, even when presented with evidence that challenges their worldview, individuals may remain entrenched in their original thinking.

Another relevant cognitive bias is cognitive dissonance, a theory first introduced by Leon Festinger in the 1950s. Cognitive dissonance refers to the mental discomfort people experience when they are confronted with information or behavior that contradicts their beliefs. To reduce this discomfort, individuals often reject new information or rationalize it to fit their current mindset, rather than adapting their thinking.

Dr. Elliot Aronson, a renowned social psychologist, explains, “Cognitive dissonance is a powerful motivator for people to avoid conflicting information. It’s not just about rejecting facts but about maintaining one’s identity, as beliefs are often central to how we see ourselves in the world.”

The Difficulty of Changing Minds in Politics, Morals, and Business

1. Political Beliefs:
Politics is one of the clearest examples of how resistant people are to changing their beliefs. Political opinions are often intertwined with a person’s identity, community, and values. Psychologist Jonathan Haidt, author of The Righteous Mind, argues that political reasoning is often more about group identity than rational debate. He writes, “When it comes to politics, we are not just rational actors weighing the facts. We are social creatures seeking to maintain our standing in our group.”

This is why political discussions can become so heated and why logical arguments rarely succeed in changing someone’s political stance. People are not simply defending an opinion; they are defending an entire worldview and social structure.

2. Moral Beliefs:
Similar to political beliefs, moral beliefs are deeply ingrained in our personal and social identities. Morals dictate not just what we think is right or wrong but often how we live our lives. Changing a moral belief, such as views on issues like abortion, capital punishment, or environmental responsibility, can feel like a threat to the moral foundation a person has built their life upon.

Dr. Carol Tavris, co-author of Mistakes Were Made (But Not By Me), explains, “When faced with the need to change a moral belief, people often experience the most intense cognitive dissonance because it challenges their sense of self-worth and integrity. The harder it is for someone to reconcile new information with their moral code, the more resistant they will be to that change.”

3. Business and Consumer Behavior:
In business, understanding why customers remain loyal to certain brands or resistant to others involves a deep dive into cognitive behavior. Consumers often develop emotional connections to brands, which influence their purchasing decisions. Cognitive dissonance and confirmation bias play a role here, too. People are more likely to stick with a brand that aligns with their self-image or values, even in the face of superior alternatives.

As Phil Barden explains in Decoded: The Science Behind Why We Buy, “Brands do not just compete on functional attributes like price and quality. They compete on meaning. Changing a consumer’s brand preference requires more than just offering a better product—it requires changing the emotional and psychological meaning that consumers attach to the brand.”

The Neuroscience of Stubborn Thinking

From a neurological standpoint, changing long-held beliefs is difficult because of how the brain processes information. The neuroscience of belief shows that when we form a belief, our brains treat it like a fact, and over time, this belief is reinforced through repeated exposure to confirming information.

Dr. Drew Westen, a professor of psychology at Emory University, studied brain scans of individuals engaged in political debate and found that when subjects were presented with evidence that contradicted their beliefs, their brains showed a spike in emotional activity, not logical reasoning. “When challenged, the brain shuts down the regions responsible for logic and fires up the regions that handle conflict and emotion,” says Westen. This neurological response helps explain why people double down on their beliefs when confronted, rather than reconsidering them.

What Brands Can Learn from Cognitive Behavioral Science

Brands can harness insights from cognitive behavioral science to better connect with customers and encourage openness to new ideas. Understanding the psychological and emotional barriers to changing thoughts can help brands build trust, foster relationships, and open new lines of communication. Here’s how:

Build Emotional Connections

Instead of trying to directly change a customer’s mind with facts and figures, brands should focus on building emotional connections. People are more likely to change their behavior or consider a new perspective when they feel understood and valued. This is why storytelling and value-driven branding resonate so strongly with consumers.

Coca-Cola’s emphasis on happiness or Nike’s focus on motivation goes beyond product attributes. These brands tap into deep emotional triggers, making consumers feel something positive about their brand without directly challenging their existing beliefs.

Frame Messages in a Non-Threatening Way

Since cognitive dissonance can cause people to reject new information, brands should frame their messages in a way that does not threaten the customer’s self-identity. This can involve emphasizing shared values or presenting the information as a new opportunity rather than a correction of past mistakes.

For example, when electric cars first entered the market, rather than framing them as a challenge to the traditional automobile, many companies positioned them as a way to enhance the driving experience while also being environmentally friendly. By reducing the threat to existing car owners’ identities, companies made the switch more palatable.

Use Social Proof and Group Identity

Since group identity plays a significant role in how people form and defend their beliefs, brands can leverage social proof and community influence to shift perceptions. When people see their peers or admired figures embracing a product, idea, or belief, they are more likely to follow suit.

Tesla, for example, did not just sell cars; it sold a vision of the future that appealed to early adopters and influencers. As these high-status individuals endorsed the brand, others followed, making Tesla’s vehicles a symbol of innovation and environmental responsibility.

Be Consistent and Patient

Changing minds is a gradual process, particularly in business. Brands that remain consistent in their messaging and values over time build trust, and trust is a key factor in overcoming cognitive resistance. By being patient and steadily reinforcing key messages, brands can slowly break through cognitive barriers.

Applying This Knowledge: Turning Cognitive Insights Into Effective Marketing Strategies

Understanding the cognitive barriers that make people resistant to change is invaluable for marketers and creatives. By recognizing the psychological forces at play, brands can develop more effective strategies to connect with customers, shift perceptions, and influence behavior. Cognitive science provides actionable insights that can inform everything from messaging to campaign design, ultimately helping brands break through the mental barriers that consumers unknowingly erect.

Below are practical tips for applying this knowledge in marketing and creative work:

1. Leverage Cognitive Ease: Make It Simple and Familiar

When people encounter information that feels familiar or easy to process, they are more likely to accept it. Cognitive ease makes the brain feel comfortable, reducing resistance to new ideas. To tap into this:

  • Tip: Keep your messaging simple, clear, and easy to understand. Avoid overwhelming your audience with complex jargon or too much information at once.
  • Tip: Use familiar imagery, concepts, or references in your creative work. This creates an instant connection and reduces the mental effort required to engage with your message.

By creating an environment where the audience feels at ease, you can lower their defenses and open the door for new ideas to take root.

2. Build Trust Through Repetition

The illusory truth effect shows that people are more likely to believe information if they hear it repeatedly, even if it’s false. While this effect can be problematic in some contexts, it reveals the power of consistency in messaging. Repetition helps build familiarity, and familiarity fosters trust.

  • Tip: Be consistent with your brand’s core message across all platforms. Repeated exposure to the same values, taglines, and themes helps ingrain your message in the audience’s mind.
  • Tip: Use retargeting strategies in digital advertising to reinforce key messages and keep your brand top of mind without being overly intrusive.

3. Use Emotional Storytelling

Emotion plays a significant role in decision-making, especially when it comes to changing beliefs. Stories tap into the emotional centers of the brain, making them more memorable and persuasive than dry, fact-based content.

  • Tip: Tell stories that reflect the values and emotions of your audience. Whether it’s a personal journey, a customer success story, or a mission-driven narrative, emotional storytelling makes it easier for consumers to relate to your brand and reframe their beliefs.
  • Tip: Craft narratives where your brand is seen as a “guide” or “helper” rather than the hero. Position your customers as the central characters in the story, while your brand provides the tools to help them succeed.

4. Create Cognitive Dissonance With Care

Cognitive dissonance can be a double-edged sword. When used strategically, it can provoke people to re-evaluate their beliefs. However, if done too aggressively, it can cause people to shut down and reject your message entirely.

  • Tip: Introduce new ideas gradually rather than confronting your audience head-on. For example, if you’re trying to shift perceptions around sustainability, show how small, easy actions can make a difference before tackling more challenging behaviors.
  • Tip: Use questions instead of direct statements. For example, “Have you thought about how this product could improve your life?” This approach encourages introspection without triggering defensive reactions.

5. Leverage Social Proof

People are more likely to change their behavior or beliefs if they see that others in their social circle or trusted figures are doing the same. This concept of social proof is powerful in both personal decisions and consumer behavior.

  • Tip: Showcase testimonials, reviews, or case studies from real customers, particularly those who represent the target demographic. If a customer sees someone they relate to endorsing a product, they are more likely to trust the brand.
  • Tip: Use influencers and thought leaders who align with your audience’s values to promote your brand. Seeing a respected figure endorse a product or service makes it easier for customers to consider changing their mind.

6. Frame Your Message in Positive, Aspirational Terms

People are more motivated by potential gains than by avoiding losses, a phenomenon known as loss aversion. Rather than framing your message in terms of what your audience might lose by not changing their minds, focus on the positive outcomes they can gain.

  • Tip: Frame your marketing messages around growth, improvement, and potential benefits. For example, instead of saying, “Don’t miss out,” use language like, “Here’s how you can get ahead.”
  • Tip: Use aspirational imagery and messaging that highlights the emotional or tangible rewards of adopting your product or service, such as happiness, success, or peace of mind.

7. Offer Gradual Commitment Opportunities

The foot-in-the-door technique works by encouraging people to commit to small, non-threatening actions first, making them more likely to agree to larger requests later on. This helps in overcoming resistance to change by building momentum.

  • Tip: Start by encouraging small, low-risk actions, like signing up for a newsletter, sharing content, or downloading a free resource. These small commitments increase the likelihood of deeper engagement later.
  • Tip: Use email drip campaigns to slowly introduce new concepts or products. Rather than bombarding the audience with everything at once, spread out your messaging over time to gradually shift their perception.

8. Use Comparative Messaging Carefully

Comparative messaging can be powerful, but it must be used carefully to avoid triggering defensiveness. When comparing products or ideas, avoid attacking the alternatives directly, as this can cause customers to double down on their existing choices due to cognitive dissonance.

  • Tip: Frame comparisons in terms of value-add rather than negative critique. For example, instead of saying, “Our product is better than X,” try, “Here’s how our product offers more value in areas that matter to you.”
  • Tip: Show, don’t tell. Use side-by-side demonstrations or customer testimonials to allow the audience to see the differences themselves without feeling they are being told they were wrong.
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