Strength of conviction won't help to persuade when people disagree
https://www.sciencedaily.com/releases/2019/12/191216122400.htm
The brain scanning study, published in Nature Neuroscience, reveals a new type of confirmation bias that can make it very difficult to alter people's opinions.
"We found that when people disagree, their brains fail to encode the quality of the other person's opinion, giving them less reason to change their mind," said the study's senior author, Professor Tali Sharot (UCL Psychology & Language Sciences).
