For experts in voter behaviour or cognitive science, however, this is unsurprising. Humans do not instinctively enjoy changing their minds. Admitting that you were wrong, especially when the original decision has huge ramifications, is a painful and destabilising experience that the brain tends to resist. Research into this kind of denial has given us concepts such as
cognitive dissonance and
confirmation bias.
“When you have a strong view about something, you’re likely to reject information that’s contrary to your view, reject the source of the information and rationalise the information,” says Jane Green, professor of political science at the University of Manchester and co-director of the
British Election Study. “We select information that’s consistent with our views, because it’s more comfortable and reaffirming.” In fact, it’s physically pleasurable.
Some recent studies of confirmation bias indicate that consuming information that supports our beliefs actually produces a dopamine rush.
https://www.theguardian.com/politics/2017/nov/25/protest-vote-regret-voting-leave-brexit