The resistance to modify an opinion in the face of contrary evidence is called cognitive conservatism * https://en.wikipedia.org/wiki/Conservatism_(belief_revi

The resistance to modify an opinion in the face of contrary evidence is called cognitive conservatism * https://en.wikipedia.org/wiki/Conservatism_(belief_revision) https://en.wikipedia.org/wiki/Conservatism_(belief_revision) Challenging a deeply held opinion whether with logic, examples, or facts only reinforces the prior held belief. Most typically this has nothing to do with perceptions of wrong, but rather negative social stature associated with ones beliefs called loss of face where on the other hand reinforcement results in positive social statue described as pride. The social repercussions of face and pride are dynamically and mutually reinforced within a social reference group. * https://en.wikipedia.org/wiki/Face_(sociological_concept) https://en.wikipedia.org/wiki/Face_(sociological_concept) * https://en.wikipedia.org/wiki/Pride https://en.wikipedia.org/wiki/Pride Given these dynamics the best way to change a person's opinions is to provide a connection that benefits their presence within their social reference group whether by enhancing a person's perceived status within their group or by modifying/redefining the group. This line of thinking works the same whether you are selling soda or convincing people to join an underage sex cult.