We cannot escape our emotions. In fact, we don’t have to, since we can use them as powerful compasses. However, we must also be aware of their influence to prevent them from taking over in situations where we should reflect and act logically.
Unfortunately, we are living in a true emotiocracy, a dictatorship of emotions that feeds extremism, polarization and, of course, non-thinking. We act by letting ourselves be carried away exclusively by feelings of sympathy or animosity. Without thinking. And when this extends to all levels of society, it becomes highly dangerous.
What is the Keinshorm effect?
It is a cognitive bias that affects the way we perceive reality and pushes us to systematically contradict the ideas or arguments of a person or group with whom we do not sympathize. In other words, we reject their opinions and reasonings only because we feel animosity. Therefore, we do not behave rationally, but rather we let emotions cloud our judgment and predispose us to reject what they say, regardless of its plausibility.
This bias prevents us from accepting or validating certain ideas, simply because they come from individuals we find unpleasant or who we consider to be at the antipodes of our thinking. Instead of evaluating the solidity of the information itself, we focus on the source, letting our subjective and emotional perception and even our expectations and desires decide.
Why does displeasure cloud our judgment?
The Keinshorm effect has deep roots that are intertwined with the “horn effect”, according to which we tend to extend a negative trait to the whole person, without knowing them well. That is, we form an unfavorable first impression based on some characteristic that we consider negative – which can even be physical. This means that we are already negatively predisposed towards that person and, therefore, also towards their ideas.
From an evolutionary perspective, we also tend to favor those we consider to be part of our “group” because they are the ones who make up our support network and can lend a hand when we need it most.
In this regard, a study conducted at the University of Queensland found that looking at members of an in-group or an out-group activates different brain regions. These neuroscientists found that we sympathize more with members of the in-group, distinguish their faces better, and evaluate their actions differently, compared to members of the out-group.
Another study conducted at South China Normal University found that neural responses are largely influenced by our affective preferences, even in the short term. That is, our liking or disliking of someone can change how we process their actions or ideas, so that we are not as rational as we think.
As a general rule, we tend to distrust or even reject those we perceive as different, as we often see them as a threat, which is based on our deep fear of the unknown and of perceiving new things as negative. However, the “danger” posed by difference is not limited to the physical plane, but extends to our beliefs or values. In fact, the Keinshorm effect is also due to cognitive dissonance.
When we are faced with information that challenges our most deeply held ideas, values or beliefs, we feel uncomfortable. If this cognitive dissonance intensifies and generates greater psychological discomfort, instead of questioning the veracity of our ideas, we prefer to project these negative feelings onto the person presenting the information. In other words, we blame the messenger. Therefore, we tend to reject their arguments without having first made an objective evaluation.
The enormous consequences of the Keinshorm effect
In reality, the Keinshorm effect is not so much a rejection of the person or group as of what they represent. Whenever someone rejects an idea, what they are really doing is denying constructive disagreement and mature reflection.
In the long run, the Keinshorm effect distorts our judgment and prevents us from properly evaluating information or ideas presented by people or groups we find unpleasant. However, when we indiscriminately close ourselves off to everything that comes from our antipode, we fall into mental rigidity , which prevents us from growing and making more informed or adaptive decisions.
Obviously, in the long run the Keinshorm effect ends up cutting the bridges of dialogue, creating a terrain of mistrust and genuine intellectual myopia in which only ad hominem attacks flourish.
When we devalue the opinions of others based solely on our personal dislikes, we are contributing to creating conflicts and misunderstandings that end up degrading the relationship. In closer environments, such as family or friends, this bias can cause breakups and long-lasting resentments.
At the societal level, the Keinshorm effect contributes to polarization and tribalism, especially in politics. When we unfairly discredit the ideas or solutions of “the other side” without having made a fair assessment, it creates an environment of division and stagnation. This prevents consensus, progress and the search for solutions that society so desperately needs.
How to disable this bias?
To mitigate the impact of the Keinshorm effect, it is essential to be aware that we can all fall into its trap. No one is immune. Self-awareness, critical thinking and an open attitude are essential skills to overcome this bias.
We must stop focusing on the person who is transmitting the idea and instead focus on its content. This way, we will avoid that initial reaction of rejection that leads us to pivot in the opposite direction.
And if an idea causes cognitive dissonance, rather than dismissing it, we should take a closer look at it. Often, truly transformative changes come from differences and contradictions, so rather than sweeping them under the rug, we should shine a spotlight on them.
Of course, changing our mind is difficult, especially since it often requires us to question our identity and deeply held beliefs. Admitting that we’ve made a mistake is a very personal thing and embarrassing. So we need to realize that we are not just our ideas. In fact, if we want to continue growing in life, we’ll probably have to let go of many of them in order to nurture others in their place.
When we begin to develop an open and flexible attitude, respectful of the ideas of others, we can make better decisions and, with a bit of luck, even broaden our vision of the world. Staying tied to the Keinshorm effect only guarantees us a society that is increasingly divided, deaf and incapable of action.
References:
Noor, N. et. Al. (2023) Bias, Halo Effect and Horn Effect: A Systematic Literature Review. International Journal of Academic Research in Business and Social Sciences; 13(3): 10.6007.
Martínez, C. & Bernal, J. (2021) Impact of political communication on our behaviour. Tesis de grado: Universitat Pompeu Fabra.
Serrano, I. & Prada, J. M. (2019) Cuidado: la mente te engaña. In: El Mundo.
Wang, Y. et. Al. (2014) Like or Dislike? Affective Preference Modulates Neural Response to Others’ Gains and Losses. PLoS ONE; 9(8): e105694.
Molenberghs, P. (2013) The neuroscience of in-group bias. Neuroscience & Biobehavioral Reviews; 37(8): 1530-1536.
