There are two reasons:
1) we cling to beliefs that resonate with our sense of "self".
2) we cling to beliefs that resonate with our social groups.
One of the reasons was the cult member's personality resonated with the personality of the Seekers. And the second reason being the group of Seekers altogether had this unbreakable belief in their idea.
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Similar ideas to What factors lead us to cling to our beliefs
Cognitive dissonance is a negative, tensed emotional state that is caused by holding beliefs or behaviors that are inconsistent with one another.
Because cognitive dissonance brings discomfort, we try to escape it. There are 2 options to get rid of it: to change a ...
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