Soll of Duke, See ran a research project over two-and-half-years that examined advice-taking in some 1, 500 study participants.

FORBES: Bosses Don't Listen: Now There's Proof

Some support for this approach of first establishing a belief and then challenging it can be found in a recently conducted experiment performed by Jack Soll and Rick Larrick.

FORBES: Meeting the Big Data challenge: DON'T be objective