“Festinger and his associates described a cult that believed that the earth was going to be destroyed by a flood. When the flood did not happen, those less involved with the cult were more inclined to recognize that they had been wrong. The more invested members who had given up their homes and jobs to work for the cult were more likely to reinterpret the evidence to show that they were right all along, but that the earth was not destroyed because of their faithfulness.”
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