VERSION 8.0

OMG THE BACKFIRE EFFECT!

VERSION 8.0

WHAT IS IT? It’s a cognitive quirk that not only

rejects facts that contradict our core beliefs, but STRENGTHENS those core

beliefs despite the facts.

VERSION 8.0

Example: Immunization"

VERSION 8.0

Example: Warehouse Fire"

VERSION 8.0

WHY? Because cooperation and tribal

identity is hard to build. Evolution has made it resilient.

We don’t want to be different from our

tribe. f

VERSION 8.0

WHY? Because what we think of as our

reasoning brain is usually more like a politician than a scientist. "

"We embrace facts that back up our

opinions, reject facts that might change them.

VERSION 8.0

WHY? Because our IDENTITY is tied to

our deeper beliefs.""

We don’t change who we are lightly.

VERSION 8.0

WHY? Climate Deniers aren’t the

only ones that do it.

VERSION 8.0

“The facts are so clear, Brexit will clearly not win a majority

referendum.”""

“The facts are so clear, Donald Trump can’t possibly win.”

VERSION 8.0

In fact, we ALL do it.

VERSION 8.0

Some of our organisations, and some of us in this room, have an irrational emotional attachment to rationality. "

"We ignore the facts of persuasion

science that facts don’t win, and keep running fact-based campaigns.

VERSION 8.0

In fact, this presentation is a fact-based effort to try to

persuade you.

VERSION 8.0

I’m doomed.

VERSION 8.0

Ways to Avoid the Backfire Effect

VERSION 8.0

Abandon the “Information deficit model”.

VERSION 8.0

Focus on the undecideds, not the skeptics.

VERSION 8.0

Join with someone who disagrees with you in a joint attempt to solve a mystery.

VERSION 8.0

Adjust your framing & vocabulary to avoid triggers*.

* “Environment” is a dirty word

VERSION 8.0

Change behaviour to change opinion, not the other way around.

VERSION 8.0

Make someone feel GREAT about their values. Take Identity off the table.

VERSION 8.0

Don’t mention the myth you’re trying to debunk, only the fact you’re trying to plant.

VERSION 8.0

Don’t overkill. If one fact is enough, two might completely undermine your case.

VERSION 8.0

Replace the table leg you are taking away.

VERSION 8.0

Don’t use fact at all. Avoid talking to the head. Talk to the heart. Trigger someone’s values with a STORY.

VERSION 8.0

Sources & More: •  The You Are Not So Smart Podcast •  The Righteous Mind: Jonathan Haidt •  The Debunker’s Handbook: J. Cook, S. Lewandowsky •  Don’t Think About an Elephant: George Lakoff •  The Political Brain: Drew Westen

VERSION 8.0

Brian Fitzgerald Tommy Crawford www.dancing-fox.com misterfox@dancing-fox.com

Let’s get better at making a more beautiful world.