[the science]
There's no such thing as impartial reasoning.
In 1990, psychologist Ziva Kunda published “The Case for Motivated Reasoning”, a landmark paper examining a simple but incredibly touchy subject: people say they want accurate conclusions, yet their reasoning often supports what they already believe.
Kunda asked whether this distortion is deliberate or whether motivation unconsciously shapes the reasoning process itself.
After reviewing decades of experiments, Kunda found that reasoning is guided by two competing forces:
- Accuracy motivation: The desire to reach correct conclusions
- Directional motivation: The desire to reach preferred conclusions
Accuracy motivation prevails when the truth matters more than our opinion of it. For example, you might not want it to be raining outside, but when you look out the window, you want to make an accurate assessment of the weather so you can prepare accordingly.
Directional motivation takes over when the conclusion feels personal. Say you've just started a new diet, and you come across an article claiming it doesn't work. Instead of weighing the evidence neutrally, you scan for flaws in the study, recall friends who lost weight doing exactly what you're doing, and decide the article must be biased.
It’s not that your conclusion is entirely made up; you've just searched your memory selectively, picking out supporting facts and ignoring conflicting ones. The reasoning feels objective. But the direction was set before you started thinking.
That’s the pattern Kunda saw over and over again in her studies. Participants judged evidence that favored their position as stronger and more credible. They rated opposing evidence as weak or flawed. They generated more counterarguments against threatening claims than against supportive ones. All the while, they believed they were being objective.