How Does Human Certitude Guide Our Attention?

One of maybe the most important roads we went down that then led to a lot of many roads was one about if we are being fairly rational and sensible about allocating our attention. Why is it the case that people sometimes are well intentioned but wind up with beliefs that are not in line with evidence that exists in reality? We got interested in that, which led us to a whole slew of studies about where does human certainty come from. And once you have become certain about something, it's very hard to motivate a person to revise that belief.