When forced, people will change their beliefs

People were forced to defend an opinion that they did not believe in. The result was that people tended to change their beliefs to fit the new idea.

>> The best way to change a belief is to get someone to commit to something very small.

When not forced, people dig in
The tendency is to deny the new information instead of changing your belief to fit.

>> Don't spend a lot of time trying to change someone’s ingrained beliefs.

If uncertain, people will argue harder
When people were less certain, they would dig in and argue even harder.

>> Don’t just give people evidence that their belief is not logical, or tenable, or a good choice. This may backfire and make them dig in even harder.