The theory of motivated reasoning builds on a key insight of modern neuroscience (PDF): Reasoning is actually suffused with emotion (or what researchers often call "affect"). Not only are the two inseparable, but our positive or negative feelings about people, things, and ideas arise much more rapidly than our conscious thoughts, in a matter of milliseconds—fast enough to detect with an EEG device, but long before we're aware of it. That shouldn't be surprising: Evolution required us to react very quickly to stimuli in our environment. It's a "basic human survival skill," explains political scientist Arthur Lupia of the University of Michigan. We push threatening information away; we pull friendly information close. We apply fight-or-flight reflexes not only to predators, but to data itself.
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We're not driven only by emotions, of course—we also reason, deliberate. But reasoning comes later, works slower—and even then, it doesn't take place in an emotional vacuum. Rather, our quick-fire emotions can set us on a course of thinking that's highly biased, especially on topics we care a great deal about.
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In Kahan's research (PDF), individuals are classified, based on their cultural values, as either "individualists" or "communitarians," and as either "hierarchical" or "egalitarian" in outlook. (Somewhat oversimplifying, you can think of hierarchical individualists as akin to conservative Republicans, and egalitarian communitarians as liberal Democrats.) In one study, subjects in the different groups were asked to help a close friend determine the risks associated with climate change, sequestering nuclear waste, or concealed carry laws: "The friend tells you that he or she is planning to read a book about the issue but would like to get your opinion on whether the author seems like a knowledgeable and trustworthy expert." A subject was then presented with the résumé of a fake expert "depicted as a member of the National Academy of Sciences who had earned a Ph.D. in a pertinent field from one elite university and who was now on the faculty of another." The subject was then shown a book excerpt by that "expert," in which the risk of the issue at hand was portrayed as high or low, well-founded or speculative. The results were stark: When the scientist's position stated that global warming is real and human-caused, for instance, only 23 percent of hierarchical individualists agreed the person was a "trustworthy and knowledgeable expert." Yet 88 percent of egalitarian communitarians accepted the same scientist's expertise. Similar divides were observed on whether nuclear waste can be safely stored underground and whether letting people carry guns deters crime. (The alliances did not always hold. In another study (PDF), hierarchs and communitarians were in favor of laws that would compel the mentally ill to accept treatment, whereas individualists and egalitarians were opposed.)
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And that undercuts the standard notion that the way to persuade people is via evidence and argument. In fact, head-on attempts to persuade can sometimes trigger a backfire effect, where people not only fail to change their minds when confronted with the facts—they may hold their wrong views more tenaciously than ever.
http://motherjones.com/politics/2011/03/denial-science-chris-mooney?page=1
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