Guy Kawasaki's Remarkable People cover image

Geoff Cohen: The Art of Connecting With People

Guy Kawasaki's Remarkable People

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Social Science Contributors to Understanding Human Behavior

The groups to which we feel a sense of belonging shape our beliefs. Increasingly conservatives and liberals live in different worlds, different neighborhoods. Research suggests that when people encounter information incongruent with their political views, it's threatening to their sense of self. And so they'll often resist it or try to refute it in order to negate that threat.

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