Progressives, [WWF’s Tom Crompton] shows, have been suckers for a myth of human cognition he labels the enlightenment model. This holds that people make rational decisions by assessing facts. All that has to be done to persuade people is to lay out the data: they will then use it to decide which options best support their interests and desires.
A host of psychological experiments demonstrate that it doesn’t work like this. Instead of performing a rational cost-benefit analysis, we accept information that confirms our identity and values, and reject information that conflicts with them. We mould our thinking around our social identity, protecting it from serious challenge. Confronting people with inconvenient facts is likely only to harden their resistance to change.