We consider ourselves rational creatures and believe we are logical in the way we think. We believe that when presented with facts and logic, we change our beliefs to incorporate the new information and modify our beliefs.

Coined by Brendan Nyhan and Jason Reifler in 2010, the Backfire Effect does exactly the opposite! When our deepest convictions and beliefs are challenged and facts contrary to the belief are presented, we tend to hold on to our beliefs more strongly. Surprising?

Nyhan and Reifler created some fake news articles and shared them. The first of these articles stated that weapons of mass destruction were found in Iraq. They then shared another article as a correction stating that these weapons of mass destruction were never found. Those who were liberal and anti-war accepted the correction easily and were willing to change their viewpoint of these weapons existing in Iraq. However, conservatives strengthened their belief and believed more strongly that the weapons of mass destruction did actually exist in Iraq, discounting the correction completely.

The Backfire Effect Mechanism

The reason why convictions and beliefs become stronger even in the face of new and corrected information is actually simple. When faced with a challenge to the strong belief that we have, we tend to protect it and defend it more strongly. In the process, we make our belief stronger and unshakeable.

The brain is naturally inclined to seek information that suits and justifies our beliefs (confirmation bias). We read newspapers that are more aligned with our political ideologies, we make friends with those who have value systems similar to ours, we hang out with buddies who will gossip with us about the same things. This confirmation bias has been known for many years now.

But the manner in which a belief gets stronger when faced with new opposing evidence has only been confirmed recently. The backfire effect defends your beliefs when the information actually finds you when you are not seeking opposing information. You feel that you have to protect this conviction that you have since it is under attack. Over time, seeking and seeing only information that suits and fits your belief becomes a habit and you subconsciously avoid anything that might be contrary to your thoughts.

The Why of the Backfire Effect

It is easy to wonder why the backfire effect happens. After all, it’s simple and easy to understand facts and then change the belief based on those. It is a changing and transforming environment that we live in anyways. These arguments do not work because there is something far more complex taking place in your mind when your convictions are challenged.

When new information challenges a pre-existing belief, we feel threatened. This releases a spate of negative emotions and the parasympathetic nervous system also starts to prepare for a dangerous situation. We start to feel that our entire concept of self is being shaken. Our identity is being questioned. The discomfort caused is so high that all efforts are made to discount the new evidence or new ideas that are being presented. Attacks are made on the source of the information, the veracity of the data, the logic that has been used and every other thing is done in order to hold on to current beliefs.

Learnings from the Backfire Effect

The backfire effect teaches us one very simple thing – do not try and convince people. This is especially when you know that the topic under scrutiny is close to their hearts or is believed vehemently. Just think of the number of times you have sat across someone who believed they knew everything about the political scene in the country. You may recall that despite the number of factual data that you present to them, they hold on to their beliefs nevertheless. This has been a sign for you to understand that attacking a strong personal belief will ‘never’ help you change the other person’s mind. In fact, you will only make them believe what they do, more strongly.

There are, however, some situations in which you may have to convince someone. In such cases, present the facts in the most non-confrontational way that you can. State facts in isolation without tying them up to form a logical argument. Ask them questions that will lead them to question their own beliefs. Allow the other person to connect the dots and arrive at the conclusion on his/her own (if that happens). This is the best bet that you have because arguing your cases strongly will only make them protect theirs harder!

For those who consider themselves explorers, the backfire effect teaches us to be aware of this phenomenon so we can guard against it when we face facts that counter our beliefs.

[polldaddy poll=10397158]