Sarah Gimbel

In this insightful discussion, cognitive neuroscientists Jonas Kaplan and Sarah Gimbel from USC's Brain and Creativity Institute dive into the backfire effect, a phenomenon where challenging strong beliefs often reinforces them instead. They explore how cherished beliefs shape our identity, particularly in political contexts, and discuss their latest brain imaging research revealing why our brains resist changing these beliefs. By examining emotional responses and cognitive flexibility, they shed light on the psychological dynamics at play when confronting deeply held convictions.