The Backfire Effect
Have you ever noticed when discussing or debating an issue, especially during tense political seasons, that it doesn’t seem to matter if you have facts and statistics to support your argument, you can’t seem to change people’s minds to your point of view? In fact, it only seems to have the opposite result where the other party doubles down on their perspective. Why is that?
The reason behind it is called the Backfire Effect, which is, in essence, a cognitive bias where presenting evidence that contradicts someone's beliefs causes them to strengthen their original stance rather than reconsider it. When faced with conflicting information, people may dig in their heels on their views due to emotional attachment, identity, or discomfort with being wrong. In fact, they actually report feeling more confident in their beliefs than before.
It doesn’t seem to make any sense, so why does it happen? When individuals encounter corrective information that contradicts their deeply held beliefs, they often experience a defensive reaction, as this new information can feel like a direct challenge to their worldview. Our worldviews are integral to our sense of identity and how we interpret the world around us, making them profoundly personal and significant. As a result, it is natural for people to instinctively protect these beliefs, approaching contradictory evidence with skepticism or outright rejection. The manner in which this information is presented can aggravate the response as well. If your argument comes across as critical or shaming, individuals may feel personally attacked, which can intensify their resistance and entrench their original stance even further.
How do we work with the Backfire effect?
Build a respectful relationship. Invest time in fostering a meaningful connection with the individual you are sharing the information with to build trust and mutual understanding.
Learn about their beliefs. Learn why their current beliefs are so important to them.
Express empathy. Take the time to understand why and how they believe what they believe (look for the personal values that drive that belief).
Find common ground. Are there any values that you and the other person share? Shared personal experiences? How does this shared understanding shape the way you present the information you wish to convey?
Avoid personal criticism. A calm demeanor goes a long way. Leave negative assumptions about the person’s character behind when sharing your corrective information (see our “Calling in vs Calling Out” blog post).
It is crucial to recognize that the backfire effect is not an inevitable outcome in every instance of correcting misinformation, and the possibility of this reaction should not deter efforts to address false beliefs. However, adopting a thoughtful and strategic approach can significantly enhance the likelihood of a constructive outcome. By carefully considering the context, the individual's worldview, and the manner in which the corrective information is presented, communicators can mitigate defensiveness and foster a more open-minded reception. Developing such strategies, grounded in empathy and effective communication techniques, empowers individuals to navigate these conversations with greater confidence and impact.
For more helpful strategies, check out the Debunking Handbook 2020. For additional reading, check out how to beat the backfire effect at humaneducation.org.
