When beliefs yield to evidence: Reducing biased evaluation by affirming the self

People often cling to beliefs even in the face of disconfirming evidence an d interpret ambiguous information in a manner that bolsters strongly held a ttitudes. The authors tested a motivational account suggesting that these d efensive reactions would be ameliorated by an affirmation of an alternative source of self-worth. Consistent with this interpretation participants wer e more persuaded by evidence impugning their views toward capital punishmen t when they were self-affirmed than when they were not (Studies 1 and 2). A ffirmed participants also proved more critical of an advocate whose argumen ts confirmed their views on abortion and less confident in their OWE attitu des regarding that issue than did unaffirmed participants (Study 3). Result s suggest that assimilation bias and resistance to persuasion are mediated, in part, by identity-maintenance motivations.