Why anti-vaxxers won’t listen to you

And why you won’t listen to them, either.

According to a new study in the Journal of the European Economic Association, “we tend to listen to people who tell us things we’d like to believe and ignore people who tell us things we’d prefer not to be true”.

Which is something that any parent, any kid, anyone in fact, already knows: You pay most attention to stuff that aligns with what you wanna believe, and you downplay or completely ignore stuff you don’t wanna believe.

And sadly, a truism that is reinforced nearly every nano-second by social media.