Humans need an accurate view of the world to survive. If your model of reality is different from the actual world, then you struggle to take effective actions each day.
However, truth is not the only thing that matters to the human mind. Humans also seem to have a deep desire to belong.
Humans are herd animals. We want to fit in, bond with others, and earn the respect and approval of our peers. Such inclinations are essential to our survival. For most of our evolutionary history, our ancestors lived in tribes. Becoming separated from the tribe—or worse, being cast out—was a death sentence.
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What's going on here? Why don't facts change our minds? And why would someone continue to believe a false or inaccurate idea anyway? How do such behaviors serve us?
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