HOW CAN I BE MORE PERSUASIVE?

Most of us like to think we're rational people. If someone shows us evidence that we're wrong, we'll change our minds, right? Well, not necessarily, because it's not always that simple. Being wrong feels uncomfortable and sometimes threatening. That's why changing someone's mind is often much harder than it seems.

- Dr Abbie Jordan

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Take people who believe Earth is flat, for example. You could present them with satellite images showing that the planet is round, yet they might still insist it's flat. In fact, arguing with them might just make their belief stronger. This is known as the 'backfire effect', where opposing evidence simply reinforces someone's original belief.

This kind of resistance to changing beliefs is common, whether it's about the safety of vaccines or the efficacy of fad diets.

Why is it so difficult to change people's minds? A recent paper published in Trends in Neuroscience and Education found that common persuasion techniques, such as presenting facts or highlighting the risks of holding 'wrong' beliefs, often clash with how our brains naturally process information. The researchers found two neuroscientific ideas that are key to being more persuasive.