In one study, participants were presented with words that were either consistent or inconsistent with their strongly held values. participants showed quite strong reactions to the value inconsistent words. this suggests that we process information we:

Disagree with quickly

Explanation:

Most humans already held a pre-existing schema in our mind. This schema consists of a set of belief and value that we use to view the situation around us.

When we heard something new, our brain will automatically look at this schema to determine whether this new information is aligned with our value. If not, it has the tendency to reject the new information. This could explain the strong reaction that we make when the participant hear something incosistent with his/her value.

gold discovery in california, and pioneer settlers were sometimes pulled west because they wanted to make a better living. others received letters from friends or family members who had moved west. these letters often told about a good life on the frontier. the biggest factor that pulled pioneers west was the opportunity to buy land.

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