Consumers frequently resist evidence that challenges a strongly held attitude or belief and tend to interpret any ambiguous information in ways that reinforce their preexisting attitudes.

Question

Quizplus · Accepted Answer

This is a well-documented phenomenon known as confirmation bias. People have a natural tendency to seek out and interpret information in ways that supports their existing beliefs and attitudes, and to discount or ignore evidence that contradicts them. This can make it difficult to change people's attitudes or behaviors, even when presented with compelling evidence to the contrary.

Consumers Frequently Resist Evidence That Challenges a Strongly Held Attitude