Conclusion
We have argued throughout this book that there are complex psychological, social, and neurobiological underpinnings of resistance to scientific evidence. We have also argued that many of these tendencies are in many ways completely adaptive, healthy, and essentially human. The challenge that remains for those of us interested in maximizing population health and at the same time helping individuals to make scientifically informed health choices is to figure out how to address the tendencies that lead to false scientific belief without completely insulting or, worse, attempting to repress these tendencies. Not only does telling people not to be emotional fail, but we also strongly believe that it is in no one’s best interest to suppress this side of the human brain. So we propose a multipronged method to help guide people toward the evidence without dismissing the importance of their humanity. In the end, we don’t want people to scramble for a story when they should be paying attention to statistics. But at the same time, we wouldn’t want a society full of people who see only percentages and probabilities in place of showing empathy for the individuals around them. We just want to help people better tease out when their natural psychological tendencies are protecting them and when they are actually harming their health. We will begin by citing the core principles that we believe any reader of this book should take from reading it. Then we will show how these core principles translate into our recommendations for better strategies for communicating and dealing with people who do not believe the science. We call this the Gorman- Gorman method. Guiding Principle #1: It is not simply uneducated people who make irrational health decisions. We have seen multiple times throughout this book that making rational health choices is not particularly correlated with intelligence. There are abundant examples of people with illustrious academic training, including in the sciences, who have embraced unrealistic and irrational beliefs about important topics such as the relationship between vaccines and autism and the cause of AIDS.