A paramount hope of Serbians who supported the ICTY was that its judgments would convince Serbian society that Serbs committed mass atrocities with extensive support from the Serbian government, and would persuade Serbia’s citizens and government to condemn those crimes unequivocally. During the first five or six years following the collapse of the Milošević regime, there was palpable progress in this sphere, a trend many Serbians believe the ICTY influenced. More recent years have, however, seen a rise in denialism. This chapter explores factors that account for each of these trends. Its conclusions reflect the rich insights of Serbians who administered periodic public opinion surveys, as well as social science research illuminating dynamics behind entrenched yet false beliefs, such as confirmation biases, motivated reasoning, social identity, heuristics, and framing effects.