People are stubborn — but one method may be effective in changing minds

A University Of Iowa research states that once people form their beliefs, they are not likely to change their minds on the face of new information that clearly proves that their long-held beliefs are completely wrong. They are far more likely to go on protecting and fighting for their beliefs.

Even if the new information is extremely compelling and the person has no choice but to change their opinion, it is a temporary change that reverts back fast.

• Other people's opinions and feedback play a larger role than factual proof in debunking the existing thought patterns, beliefs and opinions of an individual.
• While trying to tell right from wrong, like a multiple choice question, what other people are choosing plays an important role in the final choice.
• Being an expert in a particular field also has the reverse effect, as one is less inclined to learn anything new, preferring the safety and comfort of the existing set of knowledge.