Why do arguments not always carry the day in persuasion?
Strong arguments can fall on deaf ears when they run counter to an individual’s strong attitudes or values. Human being are not objective thinkers. The key is the degree to which the issue touches on an individual’s strong attitudes, values, or ego-entrenched positions. When the message focuses on a personally relevant outcome, people process arguments rationally, putting aside their biases as best they can, focusing on the merits of issue arguments. However, when the issue touches on core values or ego-involved schema, individuals can be extremely biased and selective in how they approach the issue. Make no mistake: in both cases, the process centrally, engaging in considerable thinking and evaluation the basic ideas contained in the message.