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Your Brain Is Primed To Reach False Conclusions 

If you want someone to accept information that contradicts what they already know, you have to find a story they can buy into. That requires bridging the narrative they’ve already constructed to a new one that is both true and allows them to remain the kind of person they believe themselves to be.

Source: Your Brain Is Primed To Reach False Conclusions | FiveThirtyEight

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