I am absolutely certain that I’m right and you’re wrong, so because of this certainty, I will argue my belief, which I believe to be correct, however long it takes to convince you to submit to my superior correctness. Have you ever encountered such a fixed and inflexible perspective of a belief in a person who disagrees with you on something? Of course you have. We’re only human, and it’s part of the nature of our cognitive patterns to want to hold onto certain beliefs with a very firm intellectual grip. On this week’s episode of Two Guys On Your Head , Dr. Art Markman and Dr. Bob Duke analyze the differing approaches to holding a belief and how those different approaches affect interaction in society. Essentially, this comes down to two fundamental ways of holding a belief: You can have a firm grip, or a loose one.