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By Published On: October 30th, 2012

There are plenty of professionals who are routinely frustrated by the beliefs held by their clients or potential clients. Researchers studying climate change are likely among them. Humans are complicated creatures. On one hand we seem to be capable of stunning thoughts. Whether in the arts or sciences, we can come up with remarkable ideas. On the other hand, we are also bound by a brain that seems to have a mind of its own.

Ask a roomful of people if dogs need pack leaders and I’m going to guess you’ll see more hands raised than not. Why is this? Chances are that the only reason they believe this to be true is because they’ve heard it before. It turns out that we are inclined to believe a statement is true because we’ve heard it before, regardless of whether it is true.

Brain scientists call it the illusion of truth effect. In some cases it may be absolutely benign, believing that when you die you go to heaven doesn’t hurt anyone and likely provides comfort to many. Whether it is true or not doesn’t matter (except of course once you’re dead). The problems arise when someone is repeatedly exposed to slogans or edicts which are not true, or should be questioned.

The ray of hope that force-free trainers should see from this is that so long as we keep talking, keep putting information out there about how animals, even snarling, aggressive ones, can be trained without persistent punishment or coercion, people will start to believe it. So don’t despair, just keep talking. We’ve got more than illusion to back us up.

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