"Cognitive dissonance has been called "the mind controller's best friend"... Marian Keech was the leader of a UFO cult in the 1950s. She claimed to get messages from extraterrestrials, known as The Guardians, through automatic writing. Like the Heaven's Gate folks forty years later, Keech and her followers, known as The Seekers or The Brotherhood of the Seven Rays, were waiting to be picked up by flying saucers. In Keech's prophecy, her group of eleven was to be saved just before the earth was to be destroyed by a massive flood on December 21, 1954. When it became evident that there would be no flood and the Guardians weren't stopping by to pick them up, Keech
became elated. She said she'd just received a telepathic message from the Guardians saying that her group of believers had spread so much light with their unflagging faith that God had spared the world from the cataclysm (Levine 2003: 206).
More important, the Seekers didn't abandon her. Most became more devoted after the failed prophecy. (Only two left the cult when the world didn't end.) "Most disciples not only stayed but, having made that decision, were now even more convinced than before that Keech had been right all along....Being wrong turned them into true believers (ibid.)." Some people will go to bizarre lengths to avoid inconsistency between their cherished beliefs and the facts. But why do people interpret the same evidence in contrary ways?
The Seekers would not have waited for the flying saucer if they thought it might not come. So, when it didn't come, one would think that a competent thinker would have seen this as falsifying Keech's claim that it would come. However, the incompetent thinkers were rendered incompetent by their devotion to Keech. Their belief that a flying saucer would pick them up was based on faith, not evidence. Likewise, their belief that the failure of the prophesy shouldn't count against their belief was another act of faith. With this kind of irrational thinking, it may seem pointless to produce evidence to try to persuade people of the error of their ways."