Hypothesize that people hold fast to harmful or undesirable beliefs because shared myths form a group identity, and rejecting myths make you feel alone.
However, even if true, it is not yet the complete story. Certain situations exacerbate or magnify the effect more than others. What is going on? How can people be manipulated? Such manipulation is almost certainly happening.
Inspired by, you will lose friends if you are politically incorrect against the norm of beliefs among your friends.
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