The Science of Changing Someone’s Mind

A few years ago, I made the mistake of having an argument with the most stubborn person I know. R., whose initial I’m using to protect his privacy, is a longtime friend, and when his family came to visit, he mentioned that his children had never been vaccinated — and never would be.

I’m no proponent of blindly giving every vaccination to every newborn, but I was concerned for his children’s safety, so I started debunking some common vaccine myths. After days of debate, I was exhausted and exasperated. Determined to preserve our friendship, I vowed never to talk with him about vaccines again.

Then came 2020. Fear of the vaccine may be the greatest barrier to stopping Covid-19. It stretches far beyond the so-called anti-vaxxer community: About half of Americans harbor questions about the safety of the Covid-19 vaccines; 39 percent say they definitely or probably won’t get one.

I decided to see if I could open R.’s mind to the possibility. What I didn’t realize was that my mind would be opened as well.

As an organizational psychologist, I’ve spent the past few years studying how to motivate people to think again. I’ve run experiments that led proponents of gun rights and gun safety to abandon some of their mutual animosity, and I even got Yankees fans to let go of their grudges against Red Sox supporters. But I don’t always practice what I teach.

When someone seems closed-minded, my instinct is to argue the polar opposite of their position. But when I go on the attack, my opponents either shut down or fight back harder. On more than one occasion, I’ve been called a “logic bully.”

When we try to change a person’s mind, our first impulse is to preach about why we’re right and prosecute them for being wrong. Yet experiments show that preaching and prosecuting typically backfire — and what doesn’t sway people may strengthen their beliefs. Much as a vaccine inoculates the physical immune system against a virus, the act of resistance fortifies the psychological immune system. Refuting a point of view produces antibodies against future attempts at influence, making people more certain of their own opinions and more ready to rebut alternatives.

That’s what happened with my friend. If I wanted him to rethink his blanket resistance to vaccines, I had to rethink my approach.