Editor—Marmot's editorial on alcohol evidence and policy illustrates a common human trait: people's willingness to take action influences their view of the (scientific) evidence.1 This trait is evident in us all—but in some more than others.
If you are in the business of trying to influence policy and/or win hearts and minds, it is wise to be aware of this and to what degree the individual or group has this trait. Individuals or groups form very strong views or beliefs about something as they go through life and may have compelling reasons to stick with that view, despite good evidence that they may be wrong or misguided. Asking the question “What would it take to change your mind about this?” can at least guide us to where our efforts at change can be best targeted.
Competing interests: None declared.
References
- 1.Marmot M. Evidence based policy or policy based evidence? BMJ 2004;328: 906-7. (17 April.) [DOI] [PMC free article] [PubMed] [Google Scholar]