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With the holidays coming up, you might be thinking that this is finally the year to get your uncle to stop blaming millennials for everything.
假期到了，你可能會想，今年終于可以讓叔叔不再把一切責任歸咎于千禧一代了。
After all, you've got the facts on your side, right?
畢竟，你有事實根據，對吧？
Persuasion is a huge area of psychology, but most of the things that work are when you're persuading people of something new.
說服是心理學的一大板塊，但大多數時候，說服在針對新事物的時候才會有效。
Convincing someone to change their mind when they already disagreed with you is much harder.
當和別人的意見不一致時，說服人們改變意見要難得多。
There are a few things that kind of work, but mostly it's an uphill battle.
說服別人涉及到的事情有很多，大部分都是一場硬仗。
This is for a lot of reasons, like the fact
這有很多原因，比如，
that when people have thought about their opinions for a bit, they often tie those opinions to their social identities.
人們在思考觀點時，通常會把這些觀點和他們的社會身份聯系起來。
For instance, one study asked people to try and understand some tables with numbers about whether a skin cream helped get rid of rashes.
例如，在一項研究中要求人們試著去理解表格上的一些數字，這些數字是關于護膚霜是否有助于消除皮疹的。
And pretty much everyone did fine.
幾乎每個人都理解對了。
But when the researchers took the same numbers and made them about whether a gun control measure worked, people had a harder time understanding—
但是，當研究人員取同樣的數字，讓他們判斷槍支管制措施是否有效時，人們就很難理解了——
unless it agreed with their political views.
除非他們在槍支管制措施上的意見一致。
When you scan people's brains while they're being shown arguments against their beliefs,
當你掃描那些觀點和信仰背離人的大腦時，
the people who aren't very likely to change show activation in the amygdala and insula.
觀點不太可能改變人的扁桃腺和腦島被激活。
These brain regions are associated with emotional reactions and avoiding threats,
這些腦區關聯著情緒反應和威脅規避，
as if they had been personally insulted or were in physical danger.
就好像他們受到了侮辱或處于危險之中。
So, it can be pretty tricky to get someone in that headspace to carefully consider a peer-reviewed paper.
所以，要讓那些人仔細考慮一篇同行審評論文相當棘手。
But a few strategies can help.
但一些策略會幫助到他們。
One thing to try is focusing on how things work, instead of why you hold your beliefs.
一是關注事情是如何運作的，而不是你為什么堅持你的信念。
People often hold really strong opinions about really complicated topics like climate change, healthcare, or international relations.
人們對氣候變化、醫療保健或國際關系等非常復雜的話題往往持有非常強烈的觀點。
Despite those opinions, most people don't know those subjects as well as they think they do.
很多人認為自己很了解，但其實大多數人對于這些話題并不十分了解。
This is called the illusion of explanatory depth.
我們把這種現象稱為解釋性深度錯覺。
Researchers tested this by having people write about a variety of topics—
研究人員通過讓人們描寫各種各樣的話題——
like raising the retirement age for social security benefits, or merit-based pay for teachers.
比如提高退休年齡以獲得社會保障福利，或者教師的擇優薪酬來測試解釋性深度錯覺。
The participants either listed reasons why they held certain opinions or described how their preferred solution would work.
參與者要么列出自己持有某些觀點的原因，要么描述自己喜歡的解決方案如何有效。
The ones who explained how their opinion would fix things discovered they didn't know as much as they thought they did.
那些描述自己喜歡的解決方案如何有效的人發現，他們了解的并不如他們以為的那么多。
And they became a little less extreme in their support.
他們的支持也不那么偏激了。
Another helpful persuasive strategy might be tailoring an argument to the other person's viewpoint.
另一個策略是根據他人的觀點調整論點。
Some recent research about political opinions found that one reason why people tend to fall into two big groups on issues is because of common moral principles—
最近一些有關政治見解的研究發現，人們對問題的認識往往分成兩大組是因為共同的道德原則——
like, the rules about what you feel is good and right.
比如，你感覺好的、正確的規則。
For example, people who are more politically liberal tend to hold principles of fairness and care for others.
例如，在政治問題上持自由觀點的人往往堅持公平和關心他人的原則。
Whereas politically conservative people are more likely to value purity and respect for authority.
在政治問題上持保守觀點的人更看重純粹和對權威的尊重。
So, by trying to tailor arguments to the other groups' moral principles, researchers were able to get some people to soften their position a bit.
研究人員根據其它群體的道德原則調整論點能夠稍微緩和一些人的立場。
Like, on average, self-identified conservatives were a little more likely to support universal healthcare after they read about stopping the spread of harmful diseases.
一般來說，自我認同的保守主義者在閱讀了關于阻止有害疾病傳播的文章后，往往更加支持全民醫療。
And self-identified liberals were a little more likely to support a national language after reading how it might level the playing field for immigrants.
自我認同的自由主義者在閱讀如何為移民創造公平競爭的環境后，更可能支持民族語言。
These weren't huge shifts.
這些轉變并不大。
Like, on a five point scale of agree to disagree, tailoring the argument moved people about half a point on average.
比如，在同意與不同意的5分量表上，使用調整論點的策略，觀點轉變的人數達到0.5%。
But similar studies have found that framing arguments to align with someone's values can affect their opinions, regardless of political alignment.
但類似的研究發現，不管政治立場如何，與某人的價值觀一致會影響他們自己的觀點。
For instance, one experiment involved a group of people who were opposed to policies that curb climate change and strongly valued stability and certainty.
例如，有一組人參與了一項實驗，該組人反對阻止氣候變化、尊崇氣候穩定的政策。
When the message was tailored to their values, 75% were up for signing a pro-environmental petition, as opposed to just 30% when the message wasn't.
當信息符合他們的價值觀時，75%的人贊成簽署一份環保請愿書，而只有30%的人反對。
Now, a third strategy that might help change minds is just knocking on doors and having a conversation.
第三個策略是敲門和交談。
Psychologists have been burned before with door-to-door canvassing, though.
不過，心理學家們之前也曾因挨家挨戶的拉票而飽受煎熬
A major study in 2014 about this technique was retracted for fraud... like, just-made-up-the-data fraud.
2014年關于該技術的重大研究因欺詐而被撤回……數據偽造。
But pretty recently, the researchers who discovered the fraud gave the canvassing thing a try, for real.
但就在最近，發現欺詐行為的研究人員嘗試進行了一次真正的拉票。
They knocked on doors in Florida and talked to five hundred voters about prejudice against transgender people.
他們在佛羅里達州挨家挨戶走訪，向500名選民講述了對變性人的偏見。
And… it kind of worked. They used a technique called analogic perspective-taking.
有點效果。他們使用了一種叫做模擬換位思考的策略。
Basically, this meant they asked voters about a time they felt judged for being different.
從根本上來說，這意味著他們詢問的時刻讓選民覺得自己與眾不同。
And they encouraged voters to use that feeling as a window into others' perspectives.
他們鼓勵選民把這種感覺當作了解他人觀點的窗口。
In follow up surveys from 3 days to 3 months after the conversation,
交談后3天到3個月的跟蹤調查顯示，
the voters reported less prejudice and more support for an anti-discrimination law, compared to a control group who got a conversation about recycling.
選民對反歧視法案的偏見減少了，而更多的是支持反歧視法。另一組則是關于回收利用的對話。
Overall, though, what this research shows is that persuading people to change their mind can be done. But it's hard.
總之，該研究表明說服人們改變主意是可以做到的，但很難。
In all these studies, just a few people changed their mind.
在所有這些研究中，只有少數人改變了主意。
Or, more often, they just reported a slightly less extreme position.
或者，更常見的是，他們只是報告了不那么極端的情況。
And to get there, you might have to carefully consider what other people think and value, and give reasons that could work for them—even if you might disagree.
要做到這一點，你可能需要仔細考慮其他人的想法和評價，并給出充分的理由——即使你可能不同意。
Or it might involve coaching people through a conversation about empathy,
或者是借助一場關于同理心的談話，
which is basically impossible to do in a heated Twitter argument, instead of face-to-face.
不通過面對面的方式，而通過激烈的推特辯論的方式基本上不可能做到。
So in the end, changing people's minds is hard because people are complicated.
總之，改變人們的想法是困難的，因為人是復雜的動物。
It's still worth a shot with your uncle…
還是值得和你叔叔喝一杯的……
but who knows what the outcome will be.
但誰知道結果會怎樣。
Thanks for watching this episode of SciShow Psych,
感謝收看本集心理科學秀，
and thanks especially to our patrons on Patreon who make these videos possible.
特別要感謝Patreon對本節目的大力支持。
If you want to join a community of people who value free online education as much as we do, you can go to patreon.com/scishow.
如果您想加入和我們一樣重視免費在線教育的社區，可以訪問patreon.com/scishow。
