People who are told that they have performed poorly on a test of social intelligence think extra hard to find reasons to discount the test; people who are asked to read a study showing that one of their habits—such as drinking coffee—is unhealthy think extra hard to find flaws in the study, flaws that people who don’t drink coffee don’t notice. Over and over again, studies show that people set out on a cognitive mission to bring back reasons to support their preferred belief or action. And because we are usually successful in this mission, we end up with the illusion of objectivity. We really
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