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"People tend to conform their factual beliefs to ones that are consistent with their cultural outlook, their world view," Braman says. The Cultural Cognition Project has conducted several experiments to back that up. Participants in these experiments are asked to describe their cultural beliefs. Some embrace new technology, authority and free enterprise. They are labeled the "individualistic" group. Others are suspicious of authority or of commerce and industry. Braman calls them "communitarians." In one experiment, Braman queried these subjects about something unfamiliar to them: nanotechnology — new research into tiny, molecule-sized objects that could lead to novel products. "These two groups start to polarize as soon as you start to describe some of the potential benefits and harms," Braman says. The individualists tended to like nanotechnology. The communitarians generally viewed it as dangerous. Both groups made their decisions based on the same information. "It doesn't matter whether you show them negative or positive information, they reject the information that is contrary to what they would like to believe, and they glom onto the positive information," Braman says.

"Basically the reason that people react in a close-minded way to information is that the implications of it threaten their values," says Dan Kahan, a law professor at Yale University and a member of The Cultural Cognition Project. Kahan says people test new information against their preexisting view of how the world should work. "If the implication, the outcome, can affirm your values, you think about it in a much more open-minded way," he says. And if the information doesn't, you tend to reject it. In another experiment, people read a United Nations study about the dangers of global warming. Then the researchers told the participants that the solution to global warming is to regulate industrial pollution. Many in the individualistic group then rejected the climate science. But when more nuclear power was offered as the solution, says Braman, "they said, you know, it turns out global warming is a serious problem."And for the communitarians, climate danger seemed less serious if the only solution was more nuclear power.

Solar-powered drip irrigation enhances food security in the Sudano–Sahel documents a field research project which found that: "solar-powered drip irrigation significantly augments both household income and nutritional intake, particularly during the dry season, and is cost effective compared to alternative technologies" Over the decades, irrigation has been shown to greatly increase agricultural productivity. Drip irrigation is spreading rapidly in Africa, with significant benefits. "Drip irrigation delivers water (and fertilizer) directly to the roots of plants, thereby improving soil moisture conditions; in some studies, this has resulted in yield gains of up to 100%, water savings of up to 40–80%, and associated fertilizer, pesticide, and labor savings over conventional irrigation systems" The solar-powered systems, however, look to offer the potential for even better results. From the study on impacts of PVDI systems it was reported: "The women’s agricultural group members utilizing the PVDI systems became strong net producers in vegetables with extra income earned from sales, significantly increasing their purchases of staples, pulses, and protein during the dry season, and oil during the rainy season. Finally, survey respondents were asked how frequently they were unable to meet their household food needs. Based on the frequency and most recent incident, households were assigned a food insecurity score ranging from zero (no problems during the previous year) to one (perpetually unable to meet food needs). This score changed significantly for project beneficiaries, as they were 17% less likely to feel chronically food-insecure. In short, the PVDI systems had a remarkable effect on both year-round and seasonal food access."