"It appears that beliefs - from relatively narrow person impressions to broader social theories - are remarkably resilient in the face of empirical challenges that seem logically devastating. Two paradigms illustrate this resilience. The first involves the capacity of belief to survive and even be strengthened by new data, which, from a normative standpoint, should lead to the moderation of such beliefs. The second involves the survival of beliefs after their original evidential bases have been negated."
from Judgment Under Uncertainty: Heuristics and Biases (1982), pg. 144