Most of us like to think we’re rational people. If someone shows us evidence that we’re wrong, we’ll change our minds, right? Well, not necessarily, because it’s not always that simple.
Being wrong feels uncomfortable and sometimes threatening. That’s why changing someone’s mind is often much harder than it seems.
Take people who believe Earth is flat, for example. You could present them with satellite images showing that the planet is round, yet they might still insist it’s flat. In fact, arguing with them might just make their belief stronger.
This is known as the ‘backfire effect’, where opposing evidence simply reinforces someone’s original belief.
This kind of resistance to changing beliefs is common, whether it’s about the safety of vaccines or the efficacy of fad diets.
Why is it so difficult to change people’s minds? A recent paper published in Trends in Neuroscience and Education found that common persuasion techniques, such as presenting facts or highlighting the risks of holding ‘wrong’ beliefs, often clash with how our brains naturally process information. The researchers found two neuroscientific ideas that are key to being more persuasive.
The first is reward prediction error. If something turns out better than we expected, dopamine (a feel-good chemical) is released in the brain, encouraging us to repeat the experience. Asking people to change their minds means asking them to think differently. But, if new information feels disappointing or threatening rather than rewarding, it makes it harder for people to change their thinking.
The second is the subjective value of information. The brain assigns value based on how relevant and rewarding something feels. If new information fits with our identity or goals, it’s seen as valuable.
If it feels irrelevant or threatening, it’s typically ignored. That’s why simply telling someone that smoking is dangerous is rarely enough to convince them to stop smoking.
In short, people are more likely to change their beliefs when new information feels emotionally rewarding, consistent, high-quality and personally relevant.
So, what does this mean for persuading people to change their minds? Dr Bobby Hoffman, a psychologist specialising in motivation and learning at the University of Central Florida, suggests four strategies that fit with how the brain responds to new information:
1. Make people curious
Ask questions that gently challenge their assumptions and encourage interest. For example: “Did you know that people who sleep earlier often feel more focused during the day?”
2. Make your message relevant
Link your message to the person’s goals or values. “You want to improve your concentration at work. Did you know that eating more fruit can help improve brain function?”
3. Highlight benefits
Focus on what someone could gain. “Cutting down on alcohol helps protect your liver, improves your sleep and can help with weight loss.”
4. Give people a choice
People respond better when they feel in control, so offer them options. “If you want to be more active, consider joining a fitness class or building regular walks into your routine.”
So next time you’re debating with a relative over a family dinner or trying to sway a work colleague, remember that changing minds isn’t simply about presenting facts. It’s about making your message feel personally relevant and helping people to see the benefits of changing their beliefs. Skip the stats and start with a story that connects with what matters to that person.
This article is an answer to the question (asked by Emma Lucas, email) 'How can I be more persuasive?'
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