Want to change ppl's minds? Don't just argue--
Change the social & economic calculus for believing
To get ppl to believe something, grant more status or more $/better jobs b/c of that belief
To get ppl to *not* believe something, take away status or $ from believers (and affiliates)
This calculus is often--but not always--why ppl believe what they believe
Beliefs will have so much more at stake.