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Cassie in particular was the best multitasker he had ever seen. “It’s a really, really hard test,” Strayer recalls. “Some people come out woozy—I have a headache, that really kind of hurts, that sort of thing. But she solved everything.

One thing he learned early on is that not all errors are created equal. Not all false information goes on to become a false belief—that is, a more lasting state of incorrect knowledge—and not all false beliefs are difficult to correct. Take astronomy. If someone asked you to explain the relationship between the Earth and the sun, you might say something wrong: perhaps that the sun rotates around the Earth, rising in the east and setting in the west. A friend who understands astronomy may correct you. It’s no big deal; you simply change your belief. But imagine living in the time of Galileo, when understandings of the Earth-sun relationship were completely different, and when that view was tied closely to ideas of the nature of the world, the self, and religion. What would happen if Galileo tried to correct your belief? The process isn’t nearly as simple. The crucial difference between then and now, of course, is the importance of the misperception. When there’s no immediate threat to our understanding of the world, we change our beliefs. It’s when that change contradicts something we’ve long held as important that problems occur.

eelings of disgust are often immune to rationality. And with good reason: evolutionarily, disgust is an incredibly adaptive, life-saving reaction. We find certain things instinctively gross because they really can harm us. Human secretions pass on disease. Noxious odors signal that your surroundings may be unsafe. If something feels slimy and sludgy, it’s likely a moisture-rich environment where pathogens may proliferate. Disgust is powerful, in short, because it often signals something important. It’s easy, though, to be disgusted by things that aren’t actually dangerous. In a prior study, Rozin found that people were unwilling to drink a favorite beverage into which a “fully sterilized” cockroach had been dipped. Intellectually, they knew that the drink was safe, but they couldn’t get over the hump of disgust. In another experiment, students wouldn’t eat chocolate that had been molded to look like poop: they knew that it was safe—tasty, even—but its appearance was too much to handle. Their response makes no logical sense. When it comes to recycled water, for instance, Rozin points out that, on some level, all water comes from sewage: “Rain is water that used to be in someone’s toilet, and nobody seems to mind.” The problem, he says, has to do with making the hidden visible. “If it’s obvious—take shit water, put it through a filter—then people are upset.”