22.11.

2018 How Political Opinions Change - Scientific American

B EHAV I O R & SO C I ET Y

How Political Opinions Change

A clever experiment shows it's surprisingly easy to change someone’s political views, revealing
how flexible we are

By Philip Pärnamets, Jay Van Bavel on November 20, 2018

Credit: Getty Images

Our political opinions and attitudes are an important part of who we are and how
we construct our identities. Hence, if I ask your opinion on health care, you will
not only share it with me, but you will likely resist any of my attempts to persuade
you of another point of view. Likewise, it would be odd for me to ask if you are sure
that what you said actually was your opinion. If anything seems certain to us, it is
our own attitudes. But what if this weren’t necessarily the case?

In a recent experiment, we showed it is possible to trick people into changing their

political views. In fact, we could get some people to adopt opinions that were
directly opposite of their original ones. Our findings imply that we should rethink

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some of the ways we think about our own attitudes, and how they relate to the
currently polarized political climate. When it comes to the actual political attitudes
we hold, we are considerably more flexible than we think.

A powerful shaping factor about our social and political worlds is how they are
structured by group belonging and identities. For instance, researchers have found
that moral and emotion messages on contentious political topics, such as gun-
control and climate change, spread more rapidly within rather than between
ideologically like-minded networks. This echo-chamber problem seems to be made
worse by the algorithms of social media companies who send us increasingly
extreme content to fit our political preferences.
We are also far more motivated to reason and argue to protect our own or our
group’s views. Indeed, some researchers argue that our reasoning capabilities
evolved to serve that very function. A recent study illustrates this very well:
participants who were assigned to follow Twitter accounts that retweeted
information containing opposing political views to their own with the hope of
exposing them to new political views. But the exposure backfired—increased
polarization in the participants. Simply tuning Republicans into MSNBC, or
Democrats into Fox News, might only amplify conflict. What can we do to make
people open their minds?

The trick, as strange as it may sound, is to make people believe the opposite
opinion was their own to begin with.

The experiment relies on a phenomenon known as choice blindness. Choice

blindness was discovered in 2005 by a team of Swedish researchers. They
presented participants with two photos of faces and asked participants to choose
the photo they thought was more attractive, and then handed participants that
photo. Using a clever trick inspired by stage magic, when participants received the
photo it had been switched to the person not chosen by the participant—the less
attractive photo. Remarkably, most participants accepted this card as their own
choice and then proceeded to give arguments for why they had chosen that face in
the first place. This revealed a striking mismatch between our choices and our
ability to rationalize outcomes. This same finding has since been replicated in
various domains including taste for jam, financial decisions, and eye-witness
testimony.

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While it is remarkable that people can be fooled into picking an attractive photo or
a sweet jam in the moment, we wondered whether it would be possible to use this
false-feedback to alter political beliefs in a way that would stand the test of time.

In our experiment, we first gave false-feedback about their choices, but this time
concerning actual political questions (e.g., climate taxes on consumer goods).
Participants were then asked to state their views a second time that same day, and
again one week later. The results were striking. Participants’ responses were
shifted considerably in the direction of the manipulation. For instance, those who
originally had favoured higher taxes were more likely to be undecided or even
opposed to it.
These effects lasted up to a week later. The changes in their opinions were also
larger when they were asked to give an argument—or rationalization—for their
new opinion. It seems that giving people the opportunity to reason reinforced the
false-feedback and led them further away from their initial attitude.

Why do attitudes shift in our experiment? The difference is that when faced with
the false-feedback people are free from the motives that normally lead them to
defend themselves or their ideas from external criticism. Instead they can consider
the benefits of the alternative position.

To understand this, imagine that you have picked out a pair of pants to wear later
in the evening. Your partner comes in and criticizes your choice, saying you should
have picked the blue ones rather than the red ones. You will likely become
defensive about your choice and defend it—maybe even becoming more
entrenched in your choice of hot red pants.

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Now imagine instead that your partner switches the pants while you are
distracted, instead of arguing with you. You turn around and discover that you had
picked the blue pants. In this case, you need to reconcile the physical evidence of
your preference (the pants on your bed) with whatever inside your brain normally
makes you choose the red pants. Perhaps you made a mistake or had a shift in
opinion that slipped you mind. But now that the pants were placed in front of you,

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it would be easy to slip them on and continue getting ready for the party. As you
catch yourself in the mirror, you decide that these pants are quite flattering after
all.

The very same thing happens in our experiment, which suggests that people have a
pretty high degree of flexibility about their political views once you strip away the
things that normally make them defensive. Their results suggest that we need
rethink what it means to hold an attitude. If we become aware that our political
attitudes are not set in stone, it might become easier for us to seek out information
that might change them.
There is no quick fix to the current polarization and inter-party conflict tearing
apart this country and many others. But understanding and embracing the fluid
nature of our beliefs, might reduce the temptation to grandstand about our
political opinions. Instead humility might again find a place in our political lives.

ABOUT THE AUTHOR(S)

Philip Pärnamets
Philip Pärnamets is a postdoctoral researcher in psychology at New York University and at
Karolinska Institutet. He studies how our social and moral preferences are shaped and
change through interaction with the world.

Jay Van Bavel

Jay Van Bavel is an Associate Professor of Psychology & Neural Science at New York
University. He studies how our collective concerns--group identities, moral values, and
political beliefs--alter our perceptions and evaluations of the world around us.

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