Why is it so hard for us to accept when we're wrong? Brain chemistry, naturally; When the mind feels its ideology is under attack the body floods the brain with adrenergic nuerochems as if it were literally, physically under attack. This can lead to a denial of the facts as the fighting animal resists the human's rational reasoning out of a fear for the survival of its belief system. It treats the concept of change as if equatable to death. As such, humans become the embodiment of their ideas' natural selection and idealogical evolution.