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So most of us think that information is the best way to convince people of our truth, and in fact it doesnt work that well.We see that all the time. We see it with climate change, where theres tons of data suggesting that climate change is man-made but about 50 percent of the population doesnt believe it, or with people arguing about things like how many people were in the presidential inauguration. So we have facts but people decide which facts they want to listen to, which facts they want to take and change their opinions, and which they want to disregard. And one of the reasons for this is when something doesnt conform to what I already believe, what people tend to do is either disregard it or rationalize it away; because information doesnt take into account what makes us human, which is our emotions, our desires, our motives and our prior beliefs. So for example, in one study my colleagues and I tried it to see whether we could use science to change peoples opinions about cl