Confirmation bias, and why it’s so hard to persuade rejecters of your brand

This happened in America, 1986, in the middle of the Cold War.

A sidewalk survey was made.

Pedestrians were asked a simple question: "Do you support a nuclear arms reduction plan?"

90% said yes, if they were told that it was a proposal made by President Ronald Reagan.

But the number surprisingly dropped to 44% when they were told that Soviet President Mikha…