30: The more uncertain people are, the more they defend their ideas

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• 30: The more uncertain people are, the more they defend their ideas

• The feeling you get when you have two ideas that conflict with each other is called cognative dissonance 

• To get ride of this dissonance, you either change your belief or deny one of the ideas.

• Some takeaways from this information is that when designing keep in mind who your audience is this will influence what ingrained ideas may need to be changed.

• Always remember, don't spend a lot of time trying to change someone's ingrained beliefs, instead try to change someone's views by getting them to commit to something small.