Why is this? The backfire effect can be seen as the flipside of confirmation bias. Confirmation bias makes you seek out information that agrees with your preexisting beliefs. The backfire effect is what you do when information that doesn't agree with those beliefs finds you. In both cases, your mind protects you from the pain of being wrong. As Thomas Gilovich wrote in his book How We Know What Isn't So, "For desired conclusions...it is as if we ask ourselves, 'Can I believe this?', but for unpalatable conclusions we ask 'Must I believe this?'" Learn more about your tendency for bias in the videos below.
The Backfire Effect Says When You Hear Contradictory Evidence, Your Beliefs Get Stronger
It was Thomas Jefferson who said that an informed electorate is a prerequisite for democracy. Recent research, however, finds that being informed may not be as beneficial as we think. In 2010, political scientists Brendan Nyhan and Jason Reifler had two groups of people read articles about how Iraq had weapons of mass destruction before the U.S. invasion. One group then read an article correcting that information: the 2004 Duelfer report, which confirmed that the country had no such weapons. Of conservatives who read only the first article, 34% believed that Iraq had weapons of mass destruction before the invasion. But of conservatives who read both, that number climbed to 64%. Contradictory information didn't change their beliefs; it actually strengthened them.
Why Facts Won't Help You Win Arguments
People don't like to be wrong.
Why You Can't Win Arguments Online
Things get even stickier in an electronic environment.
from Stuff They Don't Want You To Know - HowStuffWorks
How To Avoid The Backfire Effect
Bayes' rule can help you avoid falling victim to your own bias.
from Big Think