The Backfire Effect is the tendency for people to dismiss evidence that contradicts their beliefs by strengthening those same beliefs. Whilst confirmation bias protects your belief system when you seek out new information, the backfire effect defends you from harm when information finds you.
Don’t try to change people’s strongly held beliefs with a rational argument as it will be in vain. Avoid spending money to promote your product or service to your competitor’s most loyal customers as they are likely to have entrenched beliefs that run counter to your proposition. Instead, focus on promoting your proposition to the undecided, non-users and existing customers who have a need for your product or service.
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