Self-deception and filters

A great article in the Boston Globe this weekend on how people will totally ignore facts when there minds are made up.

http://www.boston.com/bostonglobe/ideas/articles/2010/07/11/how_facts_backfire/?s_campaign=8315

Again, it shows the power of emotions in driving our behavior. I really like the finding that when people have higher self confidence, they are more willing to consider alternative views. Makes a lot of sense.

So, as marketers, how might we elevate a consumer's self confidence to open their consideration for our product? Hmmm...