People can be funny at times. Our brains can work in unexpected ways. - e.g. - There seems to be a human failing called "Denial" that allows some folk to ignore that - say - they are ugly, unfit, or just plain stubborn.
But it may not be their fault - a new scientific study is suggesting that "Beliefs" get embedded into that part of our heads where we treasure and defend our personal "being".
"Partisan identities get tied up in our personal identities. Which would mean that an attack on our strongly held beliefs is an attack on the self. And the brain is built to protect the self.
- This may go some way towards explaining why prejudice persists against reasoned argument.