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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.

George Whitesides has developed a prototype for paper "chip" technology that could be used in the developing world to cheaply diagnose deadly diseases such as HIV, malaria, tuberculosis, hepatitis and gastroenteritis. The first products will be available in about a year, he said. His efforts, which find their inspiration from the simple designs of comic books and computer chips, are surprisingly low-tech and cheap. Patients put a drop of blood on one side of the slip of paper, and on the other appears a colorful pattern in the shape of a tree, which tells medical professionals whether the person is infected with certain diseases. Water-repellent comic-book ink saturates several layers of paper, he said. The ink funnels a patient's blood into tree-like channels, where several layers of treated paper react with the blood to create diagnostic colors. It's not entirely unlike a home pregnancy test, Whitesides said, but the chips are much smaller and cheaper, and they test for multiple diseases at once. They also show how severely a person is infected rather than producing only a positive-negative reading.