That Apple is an exceptional brand is an idea I hold near and dear to my heart, and I cannot be convinced my beloved technology company could do wrong. Even with an indisputable truth that they had done wrong, I would choose not to believe it. Like your loyal customers would be, I would be reluctant to update my previous beliefs about it.
So, why is it that no matter what data you give a person that conflicts with their firmly held beliefs, it doesn’t alter their thinking? Why do human beings reject information out of hand?
Today, we are going to take a look at why. We will see what is going on psychologically when we refuse to update beliefs and how that affects your customer strategy.