Slightly misleading headline. The study tested how much a lie persists in someone's mind even after they're told the truth. The study found that facts do indee

Slightly misleading headline. The study tested how much a lie persists in someone's mind even after they're told the truth. The study found that facts do indeed change people's minds, just not as much as we'd like, because the initial impression sets expectations. Caldini talks about this in some of his books on persuasion.