A study done by a pair of Canadian Psychologists uncovered a fascinating fact about people who bet money at the racetrack: Their opinion of the horse actually shifts just after placing their bet on any particular horse. Nothing about the horse changed, nor did the condition of the track change. What changed was the bettors level of confidence in the horse. Once we as human being makes an investment of energy into an idea or a belief about a thing, that brain will need to maintain an imagined outcome based upon the level of investment. This is politics and religion.
The brain works tirelessly in an effort to save its own face. I was asked recently why certain media channels were ignoring important information relating to someone they endorsed. My answer was simple; their brain is saving face. Seeing they made a “public” endorsement, their candidate now becomes the most coveted horse on the track. This is known as the Consistency Rule.