We don’t treat all of our beliefs the same. The research shows that when a strong-yet-erroneous, belief is challenged, yes, you might experience some temporary weakening of your convictions, some softening of your certainty, but most people rebound from that and not only reassert their original belief at its original strength, but go beyond that and dig in their heels, deepening their resolve over the long run.Psychologists call this the backfire effect, and this episode is the first of three shows exploring this well-documented and much-studied psychological phenomenon, one that you’ve likely encountered quite a bit lately.In this episode, we explore its neurological underpinning as two neuroscientists at the University of Southern California’s Brain and Creativity Institute explain how their latest research sheds new light on how the brain reacts when its deepest beliefs are challenged.- Show notes at: www.youarenotsosmart.com- Become a patron at: www.patreon.com/youarenotsosmartSPONSORS• The Great Courses: www.thegreatcoursesplus.com/smart• Casper Mattresses: www.casper.com/sosmart | Offer Code = sosmartPatreon: http://patreon.com/youarenotsosmart Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.