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According to inoculation theory, facts are important but by themselves aren't sufficient to convince people as long as misinformation is also present. People also have to be inoculated against the misinformation, for example through an explanation of the logical fallacy underpinning the myth.

Have you ever noticed that when you present people with facts that are contrary to their deepest held beliefs they always change their minds? Me neither. In fact, people seem to double down on their beliefs in the teeth of overwhelming evidence against them. The reason is related to the worldview perceived to be under threat by the conflicting data.

To communicate uncertainty in climate change models and predictions, the IPCC uses a range of expressions to describe the probability that a particular event will occur. For example, in the phrase: "It is very likely that heat extremes will become more frequent in the future," the phrase 'very likely' is used to describe a likelihood of more than 90 per cent, says Smithson.

Dismissing people's worries as baseless, whether that's about the safety of mobile phones or fluoridated drinking water, is one of the least effective ways of communicating public health risks. Yet it is common for people to "reassure" like this, both at home and in professional roles as experts, officials or corporate managers. 1. Hose down your own outrage first 2. Respect people's fears 3. Build trust 4. Don't panic about panic 5. Your actions communicate more than your words 6. Play the long game

Why do arguments change people's minds in some cases and backfire in others? Hugo Mercier explains how arguments are more convincing when they rest on a good knowledge of the audience, taking into account what the audience believes, who they trust, and what they value.

just knowing facts doesn't necessarily guarantee that one's opinions and behaviors will be consistent with them. For example, many people "know" that recycling is beneficial but still throw plastic bottles in the trash. Or they read an online article by a scientist about the necessity of vaccines, but leave comments expressing outrage that doctors are trying to further a pro-vaccine agenda. Convincing people that scientific evidence has merit and should guide behavior may be the greatest science communication challenge, particularly in our "post-truth" era. Luckily, we know a lot about human psychology - how people perceive, reason and learn about the world - and many lessons from psychology can be applied to science communication endeavors.

"I am quite sure now that often, very often, in matters of religion and politics a man's reasoning powers are not above the monkey's," wrote Mark Twain. Having written a book about our most common reasoning errors, I would argue that Twain was being rather uncharitable - to monkeys. Whether we are discussing Trump, Brexit, or the Tory leadership, we have all come across people who appear to have next to no understanding of world events - but who talk with the utmost confidence and conviction. And the latest psychological research can now help us to understand why.